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dc.contributor.authorCamarero Izquierdo, María Carmen 
dc.contributor.authorGarrido Samaniego, María José 
dc.contributor.authorSan José Cabezudo, Rebeca 
dc.date.accessioned2017-04-03T12:54:40Z
dc.date.available2017-04-03T12:54:40Z
dc.date.issued2016
dc.identifier.citationInternational Journal of Arts Management, 2016, vol. 18 n° 2, p. 42-62es
dc.identifier.isbn1480-8986es
dc.identifier.urihttp://uvadoc.uva.es/handle/10324/22959
dc.descriptionProducción Científicaes
dc.description.abstractThe success of a web communication strategy depends on the ability to construct efficient websites which spark the public’s interest and attract visitors. To this end, organizations adopt a range of approaches: content web, transactional web, or interactive web. Such is the case of museums, organizations which are increasingly using innovation in their communication with the public via websites and by building new relationships through new technologies. The present research explores the impact which the approach or orientation to online communication has on online traffic as an indicator of success. The empirical work is based on analyzing information from a sample of the world’s major art museums. Results show content orientation and interaction to be the main drivers of web traffic. Findings also reveal that it is the larger museums, mainly in the US and UK, which have most innovated their websites.es
dc.format.mimetypeapplication/pdfes
dc.language.isoenges
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses
dc.subject.classificationMuseoses
dc.subject.classificationWebes
dc.titleEfficiency of web communication strategies. The case of art museumses
dc.typeinfo:eu-repo/semantics/bookPartes
dc.relation.publisherversionhttps://www.gestiondesarts.com/fr/ijam#.WOJFXmftapoes
dc.description.projectMinisterio de Economía, Industria y Competitividad (Project ECO2012-38552)es


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