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.

Value creation process and outcomes in social inclusion focused services

Purpose>This study aims to elucidate the value creation process within a culturally diversified museum (CDM), which aims to achieve social inclusion, i.e. bridging the social divide between mainstream and minority communities, through the integration of CDM’s and visitors’ resources. Using service logic (SL) theory as the theoretical lens, we aim to unveil the CDM’s unique service provider and customer (visitor) resources, the corresponding resource integration process that explains value co-creation and co-destruction and the resultant value outcomes for social inclusion.Design/methodology/approach>A case study of an Australian CDM is used, involving various qualitative data sources, including depth interviews, focus groups, visitor book content analysis, on-site observation and participation in the CDM’s events and forums.Findings>The findings provide insights into the unique CDM and visitor resources that are integrated to achieve value outcomes that foster social inclusion. However, the results suggest that alongside value co-creation, co-destruction can unfold, causing a (mis)alignment with the aim of the CDM to bridge the social divide between mainstream and minority communities.Practical implications>This study’s findings offer salient implications for CDMs and similar service providers that enables social inclusion and policymakers.Originality/value>This study contributes to the service domain by highlighting the importance of the alignment between provider and customer resources to co-create value within a culturally diversified context. That is, CDMs can learn from the misalignment of their resources and those of their visitors to improve their resource offerings and achieve greater social inclusion outcomes in the future.