The aim of this study is to investigate to what extent Swedish museums perceives TikTok as a useful social media application to reach Generation Z (Gen Z), the essay additionally examines how young people are influenced by social media in relation to museums. To examine this, two different surveys were conducted, one dedicated to museums in Sweden, the other to Gen Z. The results of the study show that very few of Swedish museums in the studies selection group use TikTok, especially in comparison to the selection group consisting of Gen Z where more than half informants use the application. TikTok is a relatively new social media, and many museums are already using as many applications as they have the time and resources for at the moment. The study shows that one of the popular uses of social media in general for museums is marketing. Marketing on TikTok does not fall into the traditional frameworks of marketing strategies, something museums have to be aware of if they want to use the application effectively. The results of the study also shows that TikTok is one of the better applications if you want to reach new audiences in Gen Z, this is largely due to the applications ”For you page” and its unique algorithm. However, the ”For you page" does not make it easier for museums to communicate with their existing audiences. This is because the ”For you page" does not always ensure that you get recommended videos from the users you follow, even if it’s more likely for that to happen. The study shows as well that the majority of Gen Z informants would be motivated to visit museums if they were inspired enough by its content on TikTok or other social media. The survey responses indicate that most informants believe that they are influenced by what they see on TikTok/Social Media, there is thus a high possibility that the types of videos museums choose to publish on TikTok will influence how Gen Z perceives them. This is a two years master’s thesis in Museum and Cultural Heritage Studies.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-510827 |
| Date | January 2023 |
| Creators | Eriksson, Matilda |
| Publisher | Uppsala universitet, Institutionen för ABM |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Uppsatser inom musei- & kulturarvsvetenskap, 1651-6079 ; 163 |
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