This study examines how museums build relationships with audiences to gain financial contributions and volunteer support. Financial support to museums has been dwindling in recent years and new revenue streams are needed for low-resource museums to survive. A content analysis of 485 Facebook posts of four small and large sized museums along with a survey of 131 respondents were conducted within the theoretical lens of organization-public relations. Results from study one indicate that larger museums fared better than smaller museums in terms of transparency, authenticity and positivity measures whereas on measures of credibility both the large and the smaller museums fared equally. While results from study two indicate millennials are not sufficiently engaging with museums.
| Identifer | oai:union.ndltd.org:unf.edu/oai:digitalcommons.unf.edu:etd-1940 |
| Date | 01 January 2019 |
| Creators | Swartz, Christine |
| Publisher | UNF Digital Commons |
| Source Sets | University of North Florida |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | UNF Graduate Theses and Dissertations |
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