Integrating the Museum and facebook: A New Type of Social Marketing

• Main Authors: Lin, Jewel Pai-Chu, 林白苧
• Other Authors: Hsu, Fang-Cheng
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/82783379285850256916

碩士 === 真理大學 === 企業管理學系碩士班 === 99 === This study focuses on a public museum in northern Taiwan which had developed a new type of social marketing: integrating museum and facebook. This study is in view of the theory which high-tech products had developed to check the “Museum Product” which includes the offering of exhibitions, services for visitors, and so on. This study compared the numbers of visitors after the museum adopting facebook which is a social media having the largest number of users. According to the number of “like” from facebook’s fans, social media seems to help the museum to across the gap of product life cycle. And the case also showed that social media does increase the visitors for the case museum. The study also found that if museums want to operate greater, it had better combined with social media which with high-interactive features. For the museums combined with social media, there are four brand oriented conditions to succeed including the support from high-level managers, introduction of social media, success of integration with social media, and good social relationship with fans.