Studying the association of online brand importance with museum visitors: An application of the semantic brand score
This provides practical insights for museum brand managers on optimizing online strategies to attract more visitors, though it is incremental as it applies an existing method (SBS) to a new domain.
This paper investigated how online brand importance relates to museum visitor growth by analyzing 10 years of forum data using the Semantic Brand Score (SBS) for five European museums. Results from Naive Bayes and regression models showed that variations in SBS dimensions (prevalence, diversity, connectivity) align with changes in visitor numbers, suggesting managers should focus on increasing online posting volume and information richness rather than sentiment control.
This paper explores the association between brand importance and growth in museum visitors. We analyzed 10 years of online forum discussions and applied the Semantic Brand Score (SBS) to assess the brand importance of five European Museums. Our Naive Bayes and regression models indicate that variations in the combined dimensions of the SBS (prevalence, diversity and connectivity) are aligned with changes in museum visitors. Results suggest that, in order to attract more visitors, museum brand managers should focus on increasing the volume of online posting and the richness of information generated by users around the brand, rather than controlling for the posts' overall positivity or negativity.