Factors Influencing the Implementation of Unconventional Marketing in Cultural Institutions – Evidence from Croatia

Buljubašić, Iva; Ham, Marija; Pap, Ana

doi:10.1515/saeb-2016-0120

Cited by 4 publications

(3 citation statements)

References 23 publications

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“…Šain et al (2020) find a solution, among other things, in the role of the state, which should establish study programs at educational institutions or courses for fundraising based on the model of developed countries. In regard to the relationship between unconventional marketing and cultural institutions (museums, galleries, and theaters) in the Republic of Croatia, according to Buljubašić, Ham and Pap (2016), the lack of experience and knowledge is identified as the greatest obstacle to the implementation and use of unconventional marketing in cultural institutions.…”

Section: Previous Researchmentioning

confidence: 99%

European realities - Power : Conference Proceedings 5th International Scientific Conference

2023

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countries points to the importance of the overarching theme of the conference and the encouragement of further research with the aim of strengthening the synergy between the activities of culture, economy and public communications.At this point, it should be noted that a collection of papers written in Croatian language -Power 2023 -has also been published, which also discloses the papers of the participants of the International Scientific Meeting European Realities -Power. These collective editions, we dare to say, complement each other excellently and make a valuable contribution to scientific reflection on the extremely dynamic changes in the fields of culture, media and management that we witness every day.Once again, we would like to thank the members of the Organizational, Scientific and Program Committee, the editors and reviewers, and all the authors and collaborators who contributed to the creation of this Proceedings and the successful conference.

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Section: Previous Researchmentioning

confidence: 99%

European realities - Power : Conference Proceedings 5th International Scientific Conference

2023

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Section: Previous Researchmentioning

confidence: 99%

The Power of (Unconventional) Marketing in Fundraising: The Perspective of the Cultural Sector

Šain,

Buljubašić,

Mihaljević

2023

European Realities - Power : Conference Proceedings 5th International Scientific Conference

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This paper analyzes the importance and use of marketing for fundraising in the cultural sector. Namely, due to limited public financial resources and social changes in general, the cultural sector should turn to the market and to new sources of financing and implement a fundraising strategy. Activities are needed to attract financial resources from various sources to ensure the income necessary for its operation and sustainability. To be successful in fundraising and ensure stable business, the cultural sector needs to implement various activities that are usually associated with the profit sector (planning, management, marketing, analysis), which also includes an entrepreneurial way of thinking and acting. This paper aims is to identify the role of marketing in fundraising and the effectiveness of marketing strategies for the success of fundraising in cultural institutions. Empirical research was conducted on cultural institutions in the Republic of Croatia with an emphasis on the use of unconventional marketing for fundraising purposes. The conclusion is that this type of marketing affects the successful collection of funds and, ultimately, the success of the business and the financial result of the cultural institution. The results of the research indicate that it is necessary to implement an appropriate marketing strategy for the purpose of successful fundraising, as well as to educate the employees of cultural institutions in the field of marketing and fundraising.

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“…One of the recent studies (Buljubašić 2015) has shown that, for example, general managers of theatres have a certain "fear of marketing", especially of unconventional marketing. Lack of experience and knowledge in the use of unconventional marketing was identified as the biggest barrier for implementing and using unconventional marketing in cultural institutions in Croatia (Buljubašić et al 2016).…”

Section: Introductionmentioning

confidence: 99%

What Makes the Theatre Audience Return? The Role of Engagement in Predicting Future Behavior

Pap¹,

Dlačić²,

Ham³

2017

Tourism in Southern and Eastern Europe

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Purpose -The purpose of this research is to explore the factors that influence the future behaviour of theatre audience. The authors hypothesized that the audience engagement could be the key factor and the answer to the question: What makes the theatre audience return? Methodology -The research was conducted on a sample of 537 respondents from Croatia that have visited either Croatian National Theatre in Osijek or in Rijeka in the past two years. This precondition was ensured through filter question on the beginning of the survey and 452 respondents have satisfied the precondition. The data was gathered through highly structured questionnaire designed based on scales and items adapted from previous research. Structural equation modelling (SEM) in LISREL was used to analyse the data. Findings -Research results suggest that future behaviour of theatre audience is positively influenced by perceived value of theatre performances and customer engagement. Contradictory to previous findings, quality of performance has no influence on future behaviour. Also, mediator effects are explored. Managerial implications are discussed and suggestions for marketing managers in theatres offered. Originality of the research -This research contributes to the development of the theory on customer engagement in general and in the context of non-profit marketing as well as theatre marketing. It provides the empirically based answers to research questions related to the predictive power of engagement as well as other suggested variables. The study also contributes to understanding the determinants of future behaviour of theatre audience in Croatia.

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Factors Influencing the Implementation of Unconventional Marketing in Cultural Institutions – Evidence from Croatia

Cited by 4 publications

References 23 publications

European realities - Power : Conference Proceedings 5th International Scientific Conference

European realities - Power : Conference Proceedings 5th International Scientific Conference

The Power of (Unconventional) Marketing in Fundraising: The Perspective of the Cultural Sector

What Makes the Theatre Audience Return? The Role of Engagement in Predicting Future Behavior

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