Indian Cultural Institutions on Instagram

Vasiliki Vrana (), Faizan Khan, George Karavasilis, Evangelos Kehris and Dimitrios Kydros
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Vasiliki Vrana: Technological Education Institute of Central Macedonia
Faizan Khan: Technological Education Institute of Central Macedonia
George Karavasilis: Technological Education Institute of Central Macedonia
Evangelos Kehris: Technological Education Institute of Central Macedonia
Dimitrios Kydros: Technological Education Institute of Central Macedonia

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 693-701 from Springer

Abstract: Abstract Nowadays, museums, galleries and other cultural institutions use social media to reach millions of people, to build communities of interest, to perform marketing, engagement-focused and educational activities. Use of mobile devices in India is widespread, in contrast to Internet use which is low and it is, therefore, interesting to study the adoption and use of mobile applications like Instagram. The paper aims at investigating the use of Instagram by cultural institutions in India and takes into consideration four main performance indexes namely, the total number of followers, total number of accounts following, total number of posts and number of likes attracted by the last ten posts of the accounts in order to construct a weighed performance index. The proposed index shows that some of the Instagram accounts attempt to exploit the possibilities offered by Instagram to connect and effectively engage with their fans and boost their presence on the platform. Cultural institutions are important heritage destinations and generators of income. The creation of Instagram content that engages fans and followers and hopefully turn a proportion of followers to visitors may have positive impact for the institute and largely for the country.

Keywords: Instagram; India; Cultural institutions; Weighed performance index (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_80

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