Museums and engagement: Website quality as a basis for commitment

Abstract

Museums' communication with their public through on-line platforms, such as webs, blogs or social networks, has been consolidated as an efficient strategy for strengthening the relationship with their different audiences. The current study defends the strong connection between the intangible value known as engagement and corporate communication, besides proposing certain key elements for managing this association correctly in the digital environment. Moreover, by means of content analysis and inferential statistics, this work provides an answer to three research questions which demonstrate the relation between the quality shown on the corporate sites of 21 contemporary art museums and the engagement attained. Specifically, both the study based on linear regression and Pearson's statistical coefficient confirm the correlation between web quality, number of visits, and popularity on the Internet.