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A Network Analysis of Museums on Instagram

Vasiliki Vrana (), Dimitrios Kydros, Evangelos Kehris, Anastasios-Ioannis Theocharidis and George Karavasilis
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Vasiliki Vrana: Technological Education Institute of Central Macedonia
Dimitrios Kydros: Technological Education Institute of Central Macedonia
Evangelos Kehris: Technological Education Institute of Central Macedonia
Anastasios-Ioannis Theocharidis: Technological Education Institute of Central Macedonia
George Karavasilis: Technological Education Institute of Central Macedonia

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 1-10 from Springer

Abstract: Abstract Instagram, the photo and video sharing social network platform, has enjoyed exponential growth since its launch. As Instagram’s popularity is growing fast, museums are moving quickly to integrate it into their marketing strategies, provide information about exhibitions and objects, engage with audience and connect to other museums Instagram accounts. This paper aims at investing the interconnections among the Instagram accounts of the most visited museums worldwide. The analysis uses techniques from Social Network Analysis, including visualization algorithms and calculations of well-established metrics. The research shows that the network formed by the museum Instagram accounts is a scale-free small world network and reveals the most important nodes of the network. Depending or their marketing policies, other museums may follow the most important in the network, be aware of the information that flows in the network and also to be motivated and inspired by them.

Keywords: Instagram; Museums; Social Network Analysis; Communities (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_1

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