ABSTRACT
The paper evaluates the public value created through the cultural heritage digitalisation policy adopted by the Uffizi Galleries by opening a Facebook page during the Covid-19 pandemic. Using quality-quantity techniques based on text mining, Uffizi’s policy outcomes will be assessed by identifying citizens’ digital behaviors and underlying generative causes. Evidence shows that citizens-users do not act as mere passive beneficiaries but as implementers of the digital public service through continuous interactions allowed by social networks. Consequently, they contribute to the co-production of shared value and a transformation of the relationship between the museum and its citizens-users in managing cultural heritage. Finally, the paper defines generative causes for citizen users’ digital behavior. Thus, it allows a theory for the possible future successful transfer of cultural heritage digitalisation programs. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.