Rola i znaczenie aktywności online użytkowników mediów społecznościowych w kształtowaniu wizerunku instytucji kultury
The Role and Importance of the Online Activity of Social Media Users in Shaping the Image of Cultural Institutions

Summary/Abstract: The article is of the theoretical and empirical character. In the first part, the definitions, types, components and the process of shaping the image of cultural institutions are discussed. The second part presents research hypotheses, methodology, results, conclusions and the implications for management. The results of the research presented in the article prove that the online activity of social media users stimulates the image of cultural institutions. Statistically significant relationships were observed for the components of the image related to awareness/associations of cultural institution and for the relationship related to the perception of quality its offer.

• Details
• Contents