Mobile marketing communication in museums - Exhibit young adults

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Mc Guinness, Steven
dc.date.accessioned 2016-08-16T11:35:48Z
dc.date.available 2016-08-16T11:35:48Z
dc.date.issued 2014
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/21337
dc.description.abstract Objective of the Study The objective of this thesis has been to examine the role of communications in museums engagement with young adults, with a specific focus on mobile marketing communication activities. This thesis focuses on a case museum - The Albertina. The present research aims to answer the following research question: In what ways could museums use mobile communication to reach young adults? Methodology and Theoretical Framework First, the study utilized a single case study approach and various qualitative research techniques. An interview with art experts employed by the museum aimed to capture the museum's perspective. Secondly, online and offline observations were conducted reviewing the museums digital and print media. The observation aimed to establish what strategic role, if any mobile had played already in the museum strategy. Thirdly a survey was conducted to capture young adults' opinions. 30 people were approached over two days with a success rate of 53%. The theoretical framework was constructed based on the relevant literature reviewed and it formed a base for the semi structured interview and survey questions and drove the thematic interests of the online survey. The framework illustrated the interconnections between museums and young adults. The museum's strategy, content and engagement efforts were analysed against the attitudes, perceptions and responsiveness of young adults. Findings and Conclusions The study recorded 4 main findings. First the museum had engaged in mobile marketing initiatives in the past and was still engaging in several initiatives. Secondly, the online and offline media lacked any cross promotion of the mobile initiatives. Thirdly, young people are motivated to get directly involved in the museum environment and displayed interest in incentive based engagement with museums and museum content. Finally, social media was established as the best medium for which mobile marketing initiatives could be fostered. en
dc.format.extent 102
dc.language.iso en en
dc.title Mobile marketing communication in museums - Exhibit young adults en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Viestinnän laitos fi
dc.contributor.department Department of Communication en
dc.subject.keyword mobile marketing communication
dc.subject.keyword young adults
dc.subject.keyword generation y
dc.subject.keyword museum
dc.subject.keyword marketing
dc.subject.keyword museum
dc.subject.keyword increasing museum visitation
dc.identifier.urn URN:NBN:fi:aalto-201609083551
dc.type.dcmitype text en
dc.programme.major International Business Communication fi
dc.programme.major International Business Communication en
dc.type.ontasot Pro gradu tutkielma fi
dc.type.ontasot Master's thesis en
dc.subject.helecon viestintä
dc.subject.helecon communication
dc.subject.helecon yritysviestintä
dc.subject.helecon business communication
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon mobiilitekniikka
dc.subject.helecon mobile technology
dc.subject.helecon palvelut
dc.subject.helecon service
dc.subject.helecon museot
dc.subject.helecon museums
dc.subject.helecon kulttuurin markkinointi
dc.subject.helecon arts marketing
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.subject.helecon nuoret
dc.subject.helecon young people
dc.ethesisid 14515
dc.date.dateaccepted 2014-10-16
dc.location P1 I


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