University of Worcester Worcester Research and Publications

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

Wiid, Ria ORCID: 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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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.

Item Type: Article
Additional Information:

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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
Divisions: College of Business, Psychology and Sport > Worcester Business School
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Depositing User: Ria Wiid
Date Deposited: 13 Mar 2017 09:17
Last Modified: 28 Sep 2020 09:27

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