Title: Influencer marketing for museums: a comparison between Italy and The Netherlands

Authors: Matteo Trombin; Eleonora Veglianti

Addresses: Department of Economics, University Uninettuno, Corso Vittorio Emanuele II, 39-00186 Roma, Italy ' Department of Economics, University Uninettuno, Corso Vittorio Emanuele II, 39-00186 Roma, Italy

Abstract: This paper is dedicated to the role of influencer marketing strategies in museums. In the last years, a range of time associated with Industry 4.0, studying the impact of influencer marketing in cultural contexts has become increasingly crucial. The digital technologies require businesses and the overall society to change. The purpose of the present work is to understand better the influencer marketing strategy applied to the cultural sector, such as museums, considering the universal and local features of the phenomenon. In particular, the study analyses and compares Italy and The Netherlands to verify that influencer marketing presents promising trends depending both from standard and local drivers. Through a research based on a qualitative data analysis (QDA), the present paper suggests a new way of analysing influencer marketing for museums, to investigate the aspects influencing its development and implementation. The methodology and results can be generalised to other cities and countries.

Keywords: influencer marketing; museums; visitor experience; engagement.

DOI: 10.1504/IJDCET.2020.105893

International Journal of Digital Culture and Electronic Tourism, 2020 Vol.3 No.1, pp.54 - 73

Received: 30 Mar 2019
Accepted: 06 Jun 2019
Published online: 16 Mar 2020 *