PAPER ID: IJIM/Vol. 8 (V) September 2023/31-37/7

AUTHOR: Abhishek Dubey^[1], Dr. Mihir Ranjan Patra^[2]

TITLE: ADOPTION OF NEW MEDIA FOR PROMOTION OF MUSEUMS: A STUDY OF LEADING MUSEUMS IN INDIA

ABSTRACT: New media are communication technologies that allow or augment client interaction and content interaction. These technologies are the need of the hour for promotion and publicity, and the museums are expeditiously using new media for their promotional activities. This paper investigates the various aspects of museums’ adoption of new media for their promotional activities among their visitors. It deals with three major questions: How did the museums adopt the new media? Does the effectiveness of new media mark a different effect on gender? And, what were the information sources for promotional activities done by museums? The findings of this paper were: (I) new media has become a preferable tool for museums to spread information among visitors. (II) the difference in perception of new media’s effectiveness among males and females was insignificant. (III) the new media was in maximum use by the visitors as a source of information about the museums. 

KEYWORDS: : Effectiveness, Adoption, New Media.

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