Museum Marketing: Measuring the Success of AR Filters for Social Media Marketing

Created on 18th November 2022

Conference: The Asian Undergraduate Research Symposium (AURS9)
Title: Museum Marketing: Measuring the Success of AR Filters for Social Media Marketing
Stream: Media, Film and Communication Studies
Presentation Type: Virtual Poster Presentation
Authors:
Jordan Tham, LASALLE College of The Arts, Singapore

Abstract:

Social media has enhanced the marketing efforts of museums, primarily through the use of augmented reality (AR) filters through Instagram. It allows museums to overcome the physical and environmental limitations of exhibition experiences and connect with audiences anywhere and anytime.
Museums have evaluated the effectiveness of social media efforts with numbers such as likes, shares and views. However, this does not provide information on how well the users’ satisfaction is with the filter and if their experience meets the marketing objective set by the museum. The experience with the arts usually provides an intangible benefit that cannot be quantified with numbers.
Hence, there is a need for a deeper understanding of the users’ experience to ensure a proper evaluation process of the filter’s effectiveness. Museums then can also collect data from audiences using AR filters on social media to adjust or update various components accordingly. It that engagement strategies designed are effective in helping the museum meet its objectives and that resources are not wasted.
This research will identify metrics and dimensions that could be used in professional scenarios to measure the effectiveness of AR filters for digital marketing. A new measurement framework will be developed at the end of this paper informed by interviews with marketing agencies and museums.