Participative Art Marketing Communication and Creativity of User-generated Content

• Authors: Katarína Fichnová , Lucia Spálová

Abstracts

EN

This paper deals with participatory communication in the field of the promotion of cultural institutions. Creativity is an important factor in the success and effectiveness of marketing communication. This phenomenon has not yet been explored in relation to the creativity of user-generated content. This research addresses the question of whether creativity is a significant factor in the success of UGC (user generated content). Analysis of the outputs generated by the recipients of the communication issued by the Getty Museum in Los Angeles – and their interpretation of the works of art available to the museum. We used a modified method of evaluating creativity developed by Smith et. al. (2007). We used correlation analysis to analyze our data. The findings show that creativity is an important factor in the design of the communication strategy rather than in the success of specific UGC products.

Keywords

EN

art marketing; participatory marketing; creativity

• Publisher: Polskie Towarzystwo Komunikacji Społecznej
• Journal: Central European Journal of Communication
• Year: 2023
• Volume: 16
• Issue: 1(33)
• Pages: 117-132

Dates

published

2023

Contributors

author

Katarína Fichnová

• Constantine the Philosopher University in Nitra

• https://orcid.org/000000022024071X

author

Lucia Spálová

• University of Ss. Cyril and Methodius in Trnava

• https://orcid.org/0000000228542069

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Identifiers

DOI

10.51480/1899-5101.16.1(33).7

Biblioteka Nauki

16648182