Marketing and Management of Innovations

ISSN (print) – 2218-4511 

ISSN (online) – 2227-6718

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Identifier in the register: R30-01179 Decision dated August 31, 2023, No. 759

The language of publication is English. 

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Oleksii Lyulyov

Sumy State University | Ukraine

Digitalization of Marketing as an Innovation Tool for Customers’ Evaluation

Nataliia Parkhomenko 1,*, ,   , Peter Starchon 1, , Lucia Vilcekova 1, , Frantisek Olsavsky 1,
  1. Department of Marketing and Business, Faculty of Management, Comenius University in Bratislava, Slovakia

     * Corresponding author

Received: 18 January 2024

Revised: 10 March 2024

Accepted: 18 March 2024


This paper analyses the digitalization of museum marketing as an innovative tool for customer evaluation. The content analysis of digital tools created by the most visited museums in the world on social networks such as Facebook, Twitter and Instagram were carried out. To obtain statistical information about the pages of museums in social networks, the social media analytics and management tool Fanpage Karma was used. According to the selected indicators, Fanpage Karma filters the rating of the networks’ current strongest content. The correlation between the number of museum visits and indicators showing the interaction of the museum with visitors using social networks, such as the number of fans, the page performance index, the number of posts per day, the growth rate of followers, post interactions, and the number of total reactions and comments, was evaluated. The aim of this paper is to analyse the impact of museum marketing digitalization processes on museum visits by tourists and, as a result, the economic development of the museum business. To monitor the digitalization strategy of the museum’s marketing activities, a mixed approach based on qualitative and quantitative analysis was used. Multivariate analysis was carried out to determine the relationship between museum attendance and the interaction between museums and subscribers in social networks. It has been proven that the introduction of digital technologies in museum marketing can attract visitors and put the institution at the new informational level. The number of museum visits and the number of fans, the number of posts per day, interactions, and the number of reactions and comments are the same across all social networks. The paper allows us to know the potential audience of the museum and its needs and requests and to predict the interests of certain categories of museum visitors. The scientific novelty and originality of the research consists of the use of digital marketing tools for evaluating their influence on client behaviour. The results of the study may be useful for the development of monitoring systems and strategic management of marketing when evaluating the behaviour of consumers on the content of social networks at enterprises in various industries.

Keywords: digitalization; innovative marketing tools; museum marketing; social media analytics and management; social networks.

How to Cite: Parkhomenko, N., Starchon, P., Vilcekova, L., & Olsavsky, F. (2024). Digitalization of Marketing as an Innovation Tool for Customers’ Evaluation. Marketing and Management of Innovations, 15(1), 120–130.

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