Social media usage by Dutch museums and the visit intention of 18-to-35-year-olds. Does the traditional view change?

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2022-05-31
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en
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This master thesis aimed to analyze how the social media usage by museums influences the behavioral intentions of 18-to-35-year-olds to make them consider visiting a museum. First, the previous literature was used to build the hypotheses and the conceptual model for this research. The conceptual model consisted of the five variables: (1) the social media usage by museums, the behavioral intentions that are formed through (2) attitudes, (3) subjective norms, (4) perceived behavioral control, and last, the variable (5) visit intention. Art museums were used as a reference category. Both, a qualitative and quantitative research were performed to increase the generalizability of this research. In a focus group session, it was checked if the measurement items that were intended to be used for the survey were appropriate for measuring the research topic. After that, the survey was distributed. The results from the survey were tested with a regression analysis. There, the hypotheses were checked as well and a final conceptual model was provided. The results showed that social media usage by museums affects the behavioral intentions of the 18-to-35-year-olds. In addition, social media usage also affects their visit intention. For the behavioral intentions, only subjective norms led to a significant and positive effect on the visit intention. Besides that, partial mediation was found for the indirect effect of social media usage by museums on visit intention through subjective norms.
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Faculteit der Managementwetenschappen
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