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An Examination of the Organization-Public Relationship Dimensions of Communication Between Museums and its Publics

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.

Identiferoai:union.ndltd.org:unf.edu/oai:digitalcommons.unf.edu:etd-1940
Date01 January 2019
CreatorsSwartz, Christine
PublisherUNF Digital Commons
Source SetsUniversity of North Florida
Detected LanguageEnglish
Typetext
Formatapplication/pdf
SourceUNF Graduate Theses and Dissertations

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