A carregar...
Publicação
Digital Consumption Journey of Art Buyers: How Artists Can Explore the Digital Consumption Journey to Succeed in Commercializing their Art
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 3.25 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
The digitalization of the art market has transformed how collectors discover, engage
with, and purchase art. This thesis explores how artists’ use of social media, websites, and
email marketing shapes the consumption journey, highlighting a shift from gallery-centered
models to direct artist-buyer relationships. Based on interviews and secondary sources, the
study maps the digital consumption journey, assesses the role of each channel, and examines
how content strategies impact engagement and purchasing. Findings show that authentic
storytelling, emotional connection, and valuable content drive engagement, while follower
count, hashtags, and captions have limited impact. Personal contact, such as direct messages
or voice notes, further strengthens trust and frequently leads to sales. Social media,
particularly dynamic short-form video formats like Instagram Reels, supports discovery, initial
exposure and audience growth, whereas email marketing and website strengthens
relationships and trust, allowing for long-term nurturing of potential buyers, while boosting
purchase intent over time.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Consumption journey social media art commercialization digital touchpoints artist website email marketing SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 10 - Reduced inequalities SDG 11 - Sustainable cities and communities SDG 17 - Partnerships for the goals