College of Arts and Sciences
Master of Science (MS)
NACO controlled Corporate Body
University of North Florida. School of Communication
Dr. Tulika Varma
Dr. Nataliya Roman
Dr. Junga Kim
Dr. John Parmelee
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.
Swartz, Christine, "An Examination of the Organization-Public Relationship Dimensions of Communication Between Museums and its Publics" (2019). UNF Graduate Theses and Dissertations. 864.
Available for download on Sunday, May 02, 2021