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1. 1. Branding the memory in the virtual world: a study on the Palace Museum in Beijing

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Siyi Ma; [2019]
   Keywords : brand communication; social media communication; museum communication; online audience; brand relationships; Social Sciences;

   Abstract : Many museums face the problem of low engagement on social media which is disadvantageous for them to improve brand relationships with their audience. This study aims to investigate the influential factors on the online audience perception of the museum by applying the brand resonance model. READ MORE