ORCID
Magdalena Sawczuk: 0000-0003-2882-1081
Keywords
communication, employer branding, LinkedIn, museums, social media
Abstract
The social media landscape changes very fast. It regards, among others, the accessible platforms and the features of social media tools. It also concerns the broad spectrum of institutions that start their virtual activity in different ways, and museums’ participation in social media can be indicated here. Their activity mainly focuses on communication with the audience or other museums, but some new approaches can also be observed. One of them is activity on LinkedIn, which is closely connected to the professional perspective and employee-related issues. Hence, the article aims to explore the main paths and forms of the Polish museum’s activity on LinkedIn. The study was conducted using social media content analysis with the support of observations and interviews. Results revealed four main categories of museums’ activity on LinkedIn, with only a small part of them focused on “truly” profession-related issues. Still, even if LinkedIn is rather not a popular platform, some good practices in using this social media platform were observed.
Acknowledgments
Funding
The research received no funds.
The cost of editing selected articles published in the Journal of Marketing and Consumer Behavior in Emerging Markets in the 2022–2024 is covered by funding under the program “Development of Scientific Journals” of the Ministry of Education and Science under agreement No. RCN/SN/0322/2021/1. Task title: “Verification and correction of scientific articles and their abstracts.” Funding value: 25 053,00 PLN; the task consists of professional editing of articles published in English.
Declaration of Conflicting Interests
The author declared no potential conflicts of interest with respect to the research, authorship, and publication of the article.
Declaration about the scope of AI utilization
The authors did not use an AI tool in the preparation of the article.
Recommended Citation
Sawczuk, M. (2024). Towards new forms of using social media: Museums activity on LinkedIn. Journal of Marketing and Consumer Behaviour in Emerging Markets, 2024(2), 26-36. https://doi.org/10.7172/2449-6634.jmcbem.2024.2.3
Abstract
First Page
26
Last Page
36
Page Count
11
Received Date
22.08.2024
Revised Date
30.10.2024
Accepted Date
04.11.2024
Online Available Date
02.12.2024
DOI
10.7172/2449-6634.jmcbem.2024.2.3
JEL Code
M14, M31, Z100
Publisher
University of Warsaw