ESCP Europe

Item type

Study and report

Dissertation

• MSC Marketing & Communication

Language

English

Publication year

2020

Subjects

ART - TECHNOLOGICAL INNOVATION - CRISIS MANAGEMENT - CONSUMER BEHAVIOR

How to deal with the Covid-19 pandemic and the global lockdowns when the major asset for museums is the physical space, used to hold and exhibit real objects but more importantly to share cultural heritage, build relations and connect communities. The present research study intends to understand how the previous online consumer behaviour impacted the online consumer engagement for museums during the Covid-19 lockdowns. Using descriptive statistics and binary regression models, the findings revealed how the kind of culture and art events attended, the frequency of culture and arts events attended and the online touchpoints used to interact online with museums before the Covid-19 lockdows impacted the online consumer engagement during the Covid-19 lockdowns. Moreover, it opens a discussion for future research on how to engage consumers and build value using online touchpoints, and repurposing the use of physical spaces.