Contingency Model of Multiple SNSs Running Strategy in Art and Cultural Institutions

Social Network Service (SNS) is getting popular among various organizations as a powerful tool for communication and promotion. Recently, cultural and art institutions began to employ multiple SNS platforms for a variety of applications such as marketing, communication, customer services, and even program development. It is a challenging task to run multiple SNSs platforms to execute many different applications. Although this is a more common trend, there have been few studies to explore the factors that might influence the successful running of multiple SNSs, in particular in the art and cultural institutions. As critical factors, our study considered three factors, 1) the applications of SNS use, 2) the features of SNS platform, and 3) the characteristics of SNS. From the perspective of contingency theory, we suggested the integrative model that when the fit among these three factors will result in the best outcomes. Using a case study method, we analyzed the case of Daelim museum in order to test our proposed model. We found that the fitness among the target audience, the selection of platform, and the purposes of usage lead to the increased number of audiences and the satisfaction with the services.