Museums + Instagram

Katerina Lazaridou, Vasiliki Vrana () and Dimitrios Paschaloudis
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Katerina Lazaridou: Technological Education Institute of Central Macedonia
Vasiliki Vrana: Technological Education Institute of Central Macedonia
Dimitrios Paschaloudis: Technological Education Institute of Central Macedonia

A chapter in Tourism, Culture and Heritage in a Smart Economy, 2017, pp 73-84 from Springer

Abstract: Abstract Instagram, the social photo sharing service includes dedicated mobile applications that allow users to take and manipulate photographs and small videos and to share them online while other users can react through comments and ‘likes’. Since its’ launched, Instagram has seen enormous growth; and now Instagram community counts more than 400 million monthly active users. Museums and galleries have begun to exploit the opportunity to offer visitors quality pictures from the museum’s collection, short information along with small snapshots from the museum’s workaday life and to shape the museum’s image in the internet. Despite the fact that it is the most popular photo capturing and sharing application, up to date there have been very few published, academic studies about Instagram. The paper fills this gap and investigates use of Instagram by the most visited museums worldwide. It records museum performance characteristics like number of followers, following and number of posts. The paper concludes on how Instagram can be used by museums to their advantage, to boost their visibility on the internet, attract more attention and potential visitors.

Keywords: Instagram; Photo sharing; Museums; Performance (search for similar items in EconPapers)
JEL-codes: L11 O33 (search for similar items in EconPapers)
Date: 2017
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DOI: 10.1007/978-3-319-47732-9_5

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