Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Branding the memory in the virtual world: a study on the Palace Museum in Beijing

Ma, Siyi LU (2019) SKOM12 20191
Department of Strategic Communication
Abstract
Many museums face the problem of low engagement on social media which is disadvantageous for them to improve brand relationships with their audience. This study aims to investigate the influential factors on the online audience perception of the museum by applying the brand resonance model. The Palace Museum in Beijing is selected as the case study and the followers of this museum on Weibo as the research target group. A mixed method approach was applied while performing the study in order to have a deep understanding of the perception from the online audience. The qualitative part was a content analysis of posts released from 01 March 2018 to 01 March 2019 from the Palace Museum official account. The quantitative part was an online survey... (More)
Many museums face the problem of low engagement on social media which is disadvantageous for them to improve brand relationships with their audience. This study aims to investigate the influential factors on the online audience perception of the museum by applying the brand resonance model. The Palace Museum in Beijing is selected as the case study and the followers of this museum on Weibo as the research target group. A mixed method approach was applied while performing the study in order to have a deep understanding of the perception from the online audience. The qualitative part was a content analysis of posts released from 01 March 2018 to 01 March 2019 from the Palace Museum official account. The quantitative part was an online survey to the museum followers and a post picture rating. Notably, it was found that high engagement does not always lead to high evaluation of the post. Moreover, data analysis results revealed that pictorial content, museum familiarity, and demographics had either positive or negative impacts on the brand relationship building. Hence, to improve brand relationships with the online audience, museums should consider these factors when designing social media communication strategies. (Less)
Please use this url to cite or link to this publication:
author
Ma, Siyi LU
supervisor
organization
course
SKOM12 20191
year
type
H2 - Master's Degree (Two Years)
subject
keywords
brand communication, social media communication, museum communication, online audience, brand relationships
language
English
id
8988308
date added to LUP
2019-07-05 09:21:39
date last changed
2019-07-05 09:21:39
@misc{8988308,
  abstract     = {{Many museums face the problem of low engagement on social media which is disadvantageous for them to improve brand relationships with their audience. This study aims to investigate the influential factors on the online audience perception of the museum by applying the brand resonance model. The Palace Museum in Beijing is selected as the case study and the followers of this museum on Weibo as the research target group. A mixed method approach was applied while performing the study in order to have a deep understanding of the perception from the online audience. The qualitative part was a content analysis of posts released from 01 March 2018 to 01 March 2019 from the Palace Museum official account. The quantitative part was an online survey to the museum followers and a post picture rating. Notably, it was found that high engagement does not always lead to high evaluation of the post. Moreover, data analysis results revealed that pictorial content, museum familiarity, and demographics had either positive or negative impacts on the brand relationship building. Hence, to improve brand relationships with the online audience, museums should consider these factors when designing social media communication strategies.}},
  author       = {{Ma, Siyi}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Branding the memory in the virtual world: a study on the Palace Museum in Beijing}},
  year         = {{2019}},
}