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How Electronic Word-of-Mouth Forms and Affects the Market Performance of Art Exhibitions.

  • Academic Journal
  • International Journal of Arts Management. Fall2022, Vol. 25 Issue 1, p21-36. 16p. 3 Charts, 1 Graph.
  • With image-oriented social media growth, uploading "exhibition visit-proof photos" on social networking sites (SNS) has become a new trend, aligning with the promotional change made by major art museums, allowing visitors to take photos of artworks. This study identifies the antecedents of electronic word-of-mouth (eWOM) activities, particularly Instagram photo sharing, which corresponds to the representative image-oriented SNS. Drawing on the uses and gratifications theory and the cognitive-affective theory, this study identifies the important factors affecting the eWOM of art exhibitions. For instance, allowing taking photos and highlighting photogenic elements are the top influencing factors for photo sharing on Instagram. The seemingly unrelated regression analysis confirms the positive relationship between eWOM and market performance. The findings, especially how art museum marketing factors affect eWOM and market performance, can help art practitioners derive optimal marketing strategies for exhibitions. [ABSTRACT FROM AUTHOR]
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