Przejdź do wyszukiwarki/Go to searching Zamknij wyszukiwarkę
A- Decrease font sizeA+ Decrease font size Zmień kontrast

Central European Journal of Communication

Central European Journal of Communication

Scientific Journal of the Polish Communication Association

https://www.facebook.com/CEJCjournal

https://linkedin.com/company/cejcjournal

https://www.instagram.com/cejcjournal

You are here: Home > Browse Journal > Volume 16 No 1 (33) Spring 2023 > Participative Art Marketing Communication and Creativity of User-generated Content

Participative Art Marketing Communication and Creativity of User-generated Content

Katarína Fichnová
Constantine the Philosopher University in Nitra, Slovakia

Lucia Spálová
University of Ss. Cyril and Methodius in Trnava, Slovakia

ABSTRACT: This paper deals with participatory communication in the field of the promotion of cultural institutions. Creativity is an important factor in the success and effectiveness of marketing communication. This phenomenon has not yet been explored in relation to the creativity of user-generated content. This research addresses the question of whether creativity is a significant factor in the success of UGC (user generated content). Analysis of the outputs generated by the recipients of the communication issued by the Getty Museum in Los Angeles – and their interpretation of the works of art available to the museum. We used a modified method of evaluating creativity developed by Smith et. al. (2007). We used correlation analysis to analyze our data. The findings show that creativity is an important factor in the design of the communication strategy rather than in the success of specific UGC products.

Full text: https://journals.ptks.pl/cejc/article/view/405/pdf

DOI: 10.51480/1899-5101.16.1(33).7

KEYWORDS: art marketing, participatory marketing, creativity 

AUTHORS:

  • Katarína Fichnová
    ORCID: 0000-0002-2024-071X
    Constantine the Philosopher University in Nitra, Slovakia
  • Lucia Spálová
    ORCID: 0000-0002-2854-2069
    University of Ss. Cyril and Methodius in Trnava, Slovakia