[go: up one dir, main page]
IDEAS home Printed from https://ideas.repec.org/a/zna/indecs/v19y2021i2p257-280.html
   My bibliography  Save this article

Strategic and digital marketing in cultural institutions and the impact of the COVID-19 pandemic - a comparative analysis of two case studies

Author

Listed:
  • Aleksandra Krajnoviæ

    (University of Zadar, Department of Economics, Zadar, Croatia)

  • Ivona Vrdoljak Raguž

    (University of Dubrovnik, Department of Economics and Business Economics, Dubrovnik, Croatia)

  • Antonija Perkoviæ

    (Croatian National Theater in Zadar, Zadar, Croatia)

Abstract
This article investigates the impact of the coronavirus pandemic COVID-19 on marketing within cultural institutions, specifically in the field of digital marketing. The aim is to examine how the pandemic has affected digital strategies, marketing communication, and the performance itself - the presentation of cultural programs. The primary research was conducted in Croatia, using the method of semi-structured in-depth interviews with managers in two cultural institutions in Zadar and Dubrovnik at the end of 2020. A qualitative descriptive analysis was performed to answer the question of how cultural institutions have adapted to the crisis, especially when it comes to the marketing and the performance of cultural programs. The results show a certain degree of flexibility in adapting to the new conditions, in a way that marketing communication after the crisis turned more strongly towards digital media and was followed by adjustments to the cultural programs and their performance, as well as the budget for cultural activities. The marketing digital communication played a key role in this, which proves that cultural management in the era of the pandemic adopted the so-called digital-first paradigm, modeled on the for-profit companies. The authors conclude that culture, as a social need and necessity, will continue its activity after the crisis caused by the COVID-19 pandemic, but that it will also function in new and creative ways.

Suggested Citation

  • Aleksandra Krajnoviæ & Ivona Vrdoljak Raguž & Antonija Perkoviæ, 2021. "Strategic and digital marketing in cultural institutions and the impact of the COVID-19 pandemic - a comparative analysis of two case studies," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 19(2), pages 257-280.
    • Handle: RePEc:zna:indecs:v:19:y:2021:i:2:p:257-280
    as

    Download full text from publisher

    File URL: https://www.indecs.eu/2021/indecs2021-pp257-280.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    COVID-19; coronavirus; digital marketing; non-profit marketing; cultural institutions;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zna:indecs:v:19:y:2021:i:2:p:257-280. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Josip Stepanic (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.