Year of Publication


Season of Publication


Paper Type

Master's Thesis


College of Arts and Sciences

Degree Name

Master of Science (MS)



NACO controlled Corporate Body

University of North Florida. School of Communication

First Advisor

Dr. Tulika Varma

Second Advisor

Dr. Nataliya Roman

Third Advisor

Dr. Junga Kim

Department Chair

Dr. John Parmelee

College Dean

Dr. George Rainbolt


This study examines how museums build relationships with audiences to gain financial contributions and volunteer support. Financial support to museums has been dwindling in recent years and new revenue streams are needed for low-resource museums to survive. A content analysis of 485 Facebook posts of four small and large sized museums along with a survey of 131 respondents were conducted within the theoretical lens of organization-public relations. Results from study one indicate that larger museums fared better than smaller museums in terms of transparency, authenticity and positivity measures whereas on measures of credibility both the large and the smaller museums fared equally. While results from study two indicate millennials are not sufficiently engaging with museums.

Available for download on Sunday, May 02, 2021