Museum Marketing Strategies on Social Media Using AI-Generated Content: A Uses and Gratifications Theory Approach in Indonesia-DataSet

Published: 16 June 2025| Version 1 | DOI: 10.17632/cv8szfmvhs.1
Contributor:
Oka Syukur

Description

The hypothesis for this research is that AI-generated content on social media can significantly enhance the effectiveness of museum marketing strategies in Indonesia, as perceived through the lens of Uses and Gratifications Theory (UGT). Specifically, it is expected that AI-generated content will satisfy the social, informational, and entertainment needs of users, thus leading to increased engagement, awareness, and visitation to museums.

Files

Institutions

  • Universitas Negeri Makassar Fakultas Teknik

Categories

Cultural Heritage, Social Media Marketing, Museum Visit Motivation, Generative Artificial Intelligence

Licence