MARKETING CULTURAL E AS REDES SOCIAIS: UM ESTUDO BIBLIOMÉTRICO COM INDICAÇÕES DE ESTUDOS FUTUROS

Abstract

This article presents a bibliometric study on the relationship between social networks and cultural marketing. To this end, a bibliometric study was carried out with searches in the Scopus and Web of Science databases. The research was carried out in two stages. In the first stage, articles that addressed the topic of the relationship between social networks and Cultural Marketing (CM) were identified. In the second stage, the articles were analyzed according to the following criteria, year of publication to identify trends over time, the country of publication to identify the main research centers on the topic, the journal of publication to identify the most relevant journals and the theme to identify the main topics covered in the articles. The results showed that the number of publications on the topic has grown significantly in recent years, especially since 2019. The majority of articles were published in international journals, with an emphasis on countries in Europe and the United States. From a methodological point of view, the articles used a variety of approaches, including case studies, and qualitative and quantitative research. The most discussed topics were the use of social networks to promote artists and works of art, the construction of online communities of artists and fans, the use of social networks to educate and disseminate art, and the challenges and opportunities of artistic marketing in social media. The results of the study indicate that social networks are an important tool for cultural marketing. They allow artists and arts organizations to connect with a wider audience, build relationships with their fans, and promote their art more effectively.