Publicação
Digital Consumption Journey of Art Buyers: How Artists Can Explore the Digital Consumption Journey to Succeed in Commercializing their Art
| Resumo: | The digitalization of the art market has transformed how collectors discover, engage with, and purchase art. This thesis explores how artists’ use of social media, websites, and email marketing shapes the consumption journey, highlighting a shift from gallery-centered models to direct artist-buyer relationships. Based on interviews and secondary sources, the study maps the digital consumption journey, assesses the role of each channel, and examines how content strategies impact engagement and purchasing. Findings show that authentic storytelling, emotional connection, and valuable content drive engagement, while follower count, hashtags, and captions have limited impact. Personal contact, such as direct messages or voice notes, further strengthens trust and frequently leads to sales. Social media, particularly dynamic short-form video formats like Instagram Reels, supports discovery, initial exposure and audience growth, whereas email marketing and website strengthens relationships and trust, allowing for long-term nurturing of potential buyers, while boosting purchase intent over time. |
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| Autores principais: | Cabecinha, Filipa Andrade Silva |
| Assunto: | Consumption journey social media art commercialization digital touchpoints artist website email marketing SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 10 - Reduced inequalities SDG 11 - Sustainable cities and communities SDG 17 - Partnerships for the goals |
| Ano: | 2025 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The digitalization of the art market has transformed how collectors discover, engage with, and purchase art. This thesis explores how artists’ use of social media, websites, and email marketing shapes the consumption journey, highlighting a shift from gallery-centered models to direct artist-buyer relationships. Based on interviews and secondary sources, the study maps the digital consumption journey, assesses the role of each channel, and examines how content strategies impact engagement and purchasing. Findings show that authentic storytelling, emotional connection, and valuable content drive engagement, while follower count, hashtags, and captions have limited impact. Personal contact, such as direct messages or voice notes, further strengthens trust and frequently leads to sales. Social media, particularly dynamic short-form video formats like Instagram Reels, supports discovery, initial exposure and audience growth, whereas email marketing and website strengthens relationships and trust, allowing for long-term nurturing of potential buyers, while boosting purchase intent over time. |
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