ABSTRACT
Social media represent increasingly relevant touchpoints as consumers use social media to get informed, share content, and interact with companies and organizations in a bidirectional way. Consequently, also institutions operating in the culture field, such as museums, had to review their marketing communications strategies in light of the digital impact. The purpose of this research is to investigate the role of digital technologies, and social media in the marketing and communications activities of museums. We analyzed the digital and social media strategy of the Milan National Museum of Science and Technology to investigate how cultural organizations leverage on digital and social media channels to enhance visitors’ experience and create engagement.
