Museums Brand Equity and Social Media: Looking into Current Research Insights and Future Research Propositions

  • Zoe-Charis Belenioti
  • George Tsourvakas
  • Chris A. Vassiliadis
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)


Extensive research has repeatedly acknowledged the link between traditional and digital marketing communication tools and branding performance. Particularly, both within For Profit Organizations (henceforth, FPOs) and Non Profit Organizations (henceforth NPOs), social media as the milestone of digital era have rebut the foundations of corporate and personal communication through the emergence of new participatory communication terms, such as “prod-user” and “co-creation”. Consequently, a growing research trend has emerged towards e-e marketing tools and social media impact on destination branding, as well. Simultaneously, thanks to its multidimensional benefits both at communicational, educational and promotional level, social media is emerging as an essential feature on the branding of the new museum era. To date, within NPOs sector few studies have investigated the effect of social media on brand equity. Moreover, far too little attention has been paid to the link between social media and museums’ brand equity. Based on the systematic qualitative critical review methodology, this paper attempts to identify the basic trends and research status by 2018. Drawing on a review of 76 papers that are the result of a systematic desk research, this study categorizes and presents, for the first time, the effects of social media use on museums’ brand components. The study offers new and valuable insights into multidisciplinary research interests of research and industry community relating to communication and marketing, NPOs, tourism and museums context.


Social media Museums Brand equity NPOs Cultural tourism 


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Zoe-Charis Belenioti
    • 1
  • George Tsourvakas
    • 1
  • Chris A. Vassiliadis
    • 2
  1. 1.Aristotle University of ThessalonikiThessalonikiGreece
  2. 2.University of MacedoniaThessalonikiGreece

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