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A Network Analysis of Museums on Instagram

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Book cover Strategic Innovative Marketing and Tourism

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

Instagram, the photo and video sharing social network platform, has enjoyed exponential growth since its launch. As Instagram’s popularity is growing fast, museums are moving quickly to integrate it into their marketing strategies, provide information about exhibitions and objects, engage with audience and connect to other museums Instagram accounts. This paper aims at investing the interconnections among the Instagram accounts of the most visited museums worldwide. The analysis uses techniques from Social Network Analysis, including visualization algorithms and calculations of well-established metrics. The research shows that the network formed by the museum Instagram accounts is a scale-free small world network and reveals the most important nodes of the network. Depending or their marketing policies, other museums may follow the most important in the network, be aware of the information that flows in the network and also to be motivated and inspired by them.

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Author information

Authors and Affiliations

  1. Technological Education Institute of Central Macedonia, Serres, Greece

    Vasiliki Vrana, Dimitrios Kydros, Evangelos Kehris, Anastasios-Ioannis Theocharidis & George Karavasilis

Authors
  1. Vasiliki Vrana
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  2. Dimitrios Kydros
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  3. Evangelos Kehris
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  4. Anastasios-Ioannis Theocharidis
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  5. George Karavasilis
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Corresponding author

Correspondence to Vasiliki Vrana .

Editor information

Editors and Affiliations

  1. Department of Business Administration, University of West Attica, Aigaleo, Greece

    Androniki Kavoura

  2. Department of Business Administration, State University of New York at Oswego, Oswego, NY, USA

    Efstathios Kefallonitis

  3. Department of Business Administration, University of West Attica, Aigaleo, Greece

    Apostolos Giovanis

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Vrana, V., Kydros, D., Kehris, E., Theocharidis, AI., Karavasilis, G. (2019). A Network Analysis of Museums on Instagram. In: Kavoura, A., Kefallonitis, E., Giovanis, A. (eds) Strategic Innovative Marketing and Tourism. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-12453-3_1

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