| abstract |
| Background The development of technology has made social media platforms a major mode for spreading news and information. Social media has not only become a convenient information sharing platform, but also a viable method of interaction between an organization and its viewers. The purpose of this study is to examine how various formats and types of social media marketing contents of Modern Art Museums influence online engagement on Facebook and Instagram platforms.
Methods A content analysis of six different museums for 10-day period was analyzed. The data used for this study was obtained from the posts of Facebook Fan page and Instagram account for selected period between March 4 to March 14, 2019. The researcher used manual coding to find out how Total Engagement was affected by content formats and types of each post.
Result The result demonstrated the most common format of the content as well as the type in which affected user online engagement.
Conclusion This research analyzes and suggests the optimal format and orientation type on social media for higher interactivity of users on Facebook and Instagram. Although the post content format does not affect the Total Engagement, regardless of the format, Total Engagement is affected by content types. The findings of the study will help to ensure visitors to interact efficiently on social media for sustainable development of museums. |
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| Key Words |
| Museum marketing, social networking site (SNS), branding |
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