The Impact of Social Media as a Marketing Communications in the Museums Industry from the Millennials’ Visitors Perspective in the Dublin

Demirtas, Ezgi (2024) The Impact of Social Media as a Marketing Communications in the Museums Industry from the Millennials’ Visitors Perspective in the Dublin. Masters thesis, Dublin, National College of Ireland.

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Abstract

Millennials are currently one of the most significant demographics. Cultural organizations are adapting their activities, the content on demonstration, and the method content is valued in response to millennials' influence, despite museums typically drawing an older audience. The utilization of social media through the museum environment is rapidly increasing. This study examines the correlation between millennial visitors and museums in Dublin by utilizing the visual social media site, Instagram.

The primary objective of this study is to investigate the effect of social media as a marketing communication tool in the museum industry, specifically from the perspective of millennial visitors in Dublin. The focus is on evaluating how Instagram influences the actions, behaviors, and preferences of this specific group of individuals.

A total of five comprehensive interviews were carried out with Millennial visitors who shared a mutual interest in museums, arts, and Instagram. This study employed an interpretivist, inductive methodology to accurately capture the perspectives of Millennial visitors. The perspectives were analyzed by the application of thematic coding. The research findings the necessity for museums to enhance their social media strategy.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Bane, Michael UNSPECIFIED
Subjects:	A General Works > AM Museums (General). Collectors and collecting (General) H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Marketing Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Tourism Industry
Divisions:	School of Business > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Aug 2025 10:27
Last Modified:	14 Aug 2025 10:27
URI:	https://norma.ncirl.ie/id/eprint/8527

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