Arts Marketing Framework: The Arts Organisation as a Hub for Participation

Wiid, Ria; Mora-Avila, Paulo

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Wiid, Ria ORCID: https://orcid.org/0000-0002-8454-7833 and Mora-Avila, Paulo (2018) Arts Marketing Framework: The Arts Organisation as a Hub for Participation. Journal of Public Affairs, 18 (2). e1657. ISSN 1472-3891 Online: 1479-1854

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5407:11823

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5407:11823

[thumbnail of Marketing of Arts and public affairs final accepted for publication.pdf]

Marketing of Arts and public affairs final accepted for publication.pdf
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5407:11806

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Framework for the marketing of arts

Framework for the marketing of arts
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Output Type:

Article

Abstract:

The proliferation of artistic content, increased mobility of people, ethnic diversification, and increased scarcity of time outside of work against a backdrop of austerity requires an integrated approach to marketing within the arts. This paper proposes a framework for the marketing of arts based on participation, cocreation, and social networks. Additionally, the framework considers the role of self‐construal in the participation of arts.

Additional Information:

Staff and students at the University of Worcester can access the full-text via the UW online library search. External users should check availability with their local library or Interlibrary Requests Service.

Uncontrolled Discrete Keywords:

art, marketing framework, self-construal, marketing within the arts, cocreation, social networks

Subjects:

H Social Sciences > H Social Sciences (General)
N Fine Arts > NX Arts in general

Legacy Divisions (Admin Only):

College of Business, Psychology and Sport > Worcester Business School

Academic Schools:

Worcester Business School

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Depositing User:

Ria Wiid

Date Deposited: