Arts marketing during COVID-19: a critical review and theoretical integration

PurposeThis paper aims to provide clarity on arts marketing during COVID-19 by undertaking a critical review and theoretical integration of published cultural and creative industries (CCIs) data on the pandemic.Design/methodology/approachThe study draws on the findings from a content analysis of published refereed journal articles and research reports, between 2020 and 2022.FindingsThis study clarifies how scholars in the arts marketing field have examined the concept and identified core dimensions. It also brings together these conceptual categories into an integrative multilevel framework of relevance for arts marketing during COVID-19. The framework outlines interconnected processes as well as dualities, such as digitisation, monetisation and sustainability of the CCIs and poses a future centred on entrepreneurial actions.Originality/valueThe originality of the paper is that it provides clear-cut evidence for new frontiers for research in the field during a period of discontinuous change due to COVID-19, through a literature review that has not been undertaken previously. It links the need to be entrepreneurial as a means for the CCIs to survive and thrive during and after a global crisis.

Guest editorial: The online and offline impacts of Covid-19 on arts and cultural marketing

The aim of the study was to reflect upon the use of digital audio-visual content for the marketing of cultural events in the relative organisations and foundations during the turbulent times of the COVID-19 pandemic by drawing on insight from a series of expert interviews. Issues investigated included digital content creation, arts marketing, use of digital media and new technologies, brand identity and strategy building. An effective combination of interesting audio–visual content, precise brand aspirations in terms of identity and vision, are what will lead a foundation to the audience it desires.

Arts marketing during COVID-19: a critical review and theoretical integration

Purpose This paper aims to provide clarity on arts marketing during COVID-19 by undertaking a critical review and theoretical integration of published cultural and creative industries (CCIs) data on the pandemic. Design/methodology/approach The study draws on the findings from a content analysis of published refereed journal articles and research reports, between 2020 and 2022. Findings This study clarifies how scholars in the arts marketing field have examined the concept and identified core dimensions. It also brings together these conceptual categories into an integrative multilevel framework of relevance for arts marketing during COVID-19. The framework outlines interconnected processes as well as dualities, such as digitisation, monetisation and sustainability of the CCIs and poses a future centred on entrepreneurial actions. Originality/value The originality of the paper is that it provides clear-cut evidence for new frontiers for research in the field during a period of discontinuous change due to COVID-19, through a literature review that has not been undertaken previously. It links the need to be entrepreneurial as a means for the CCIs to survive and thrive during and after a global crisis.