How will web and social media usage affect the future of museums? Case Study: The Museum of Islamic Art in Cairo

Abstract

Museums worldwide are starting to explore the potentials of web and social media as new channels for marketing, communication and collaboration with their target audiences. The overall objective of this study is to describe the current usage of web and social media by the Museum of Islamic Art in Cairo. The study adopted a mixed research design that integrates both quantitative and qualitative approaches. First, (15) semi-structured interviews were conducted with the museum staff members. Second, an exploratory survey was administered to (140) participants that addressed questions about the overall assessment of the website design. The main findings indicated that museum staff was actively implementing a high advanced, innovative technological strategy. Besides, the results of the survey showed that participants were partially satisfied with the current design of the museum's website. Based on the previous findings, the researchers recommended strategies for museums' managers that could guide them to introduce new technologies.