eThesis - School of Business electronic theses

Objective of the Study The objective of this thesis has been to examine the role of communications in museums engagement with young adults, with a specific focus on mobile marketing communication activities. This thesis focuses on a case museum - The Albertina. The present research aims to answer the following research question: In what ways could museums use mobile communication to reach young adults?

Methodology and Theoretical Framework First, the study utilized a single case study approach and various qualitative research techniques. An interview with art experts employed by the museum aimed to capture the museum's perspective. Secondly, online and offline observations were conducted reviewing the museums digital and print media. The observation aimed to establish what strategic role, if any mobile had played already in the museum strategy. Thirdly a survey was conducted to capture young adults' opinions. 30 people were approached over two days with a success rate of 53%. The theoretical framework was constructed based on the relevant literature reviewed and it formed a base for the semi structured interview and survey questions and drove the thematic interests of the online survey. The framework illustrated the interconnections between museums and young adults. The museum's strategy, content and engagement efforts were analysed against the attitudes, perceptions and responsiveness of young adults.

Findings and Conclusions The study recorded 4 main findings. First the museum had engaged in mobile marketing initiatives in the past and was still engaging in several initiatives. Secondly, the online and offline media lacked any cross promotion of the mobile initiatives. Thirdly, young people are motivated to get directly involved in the museum environment and displayed interest in incentive based engagement with museums and museum content. Finally, social media was established as the best medium for which mobile marketing initiatives could be fostered.