Social Media Storytelling and Fan Co-Creation in Museum Cultural and Creative Products: From Audiences to Value Co-Creators
DOI:
https://doi.org/10.63313/SSH.2013Keywords:
Social Media Storytelling, Fan Co-Creation, Museum Cultural Products, Value Co-Creation, Audience Engagement, Participatory CultureAbstract
This research investigates the transformative role of social media storytelling in fostering fan co-creation of museum cultural and creative products and its subsequent impact on audience-driven value generation. Recognizing the increasing reliance of museums on digital platforms for audience engagement, this study addresses a critical gap in understanding how narrative-driven social media content can shift audiences from passive consumers to active participants in product development. Employing a mixed-methods approach, the research analyzes specific social media storytelling strategies utilized by museums, examining their efficacy in eliciting fan co-creation. It further explores the motivations and processes underlying fan engagement in creating museum-related content and products, ranging from user-generated narratives to collaborative design initiatives. The findings are expected to reveal that interactive and emotionally resonant storytelling techniques significantly enhance fan co-creation. Crucially, the study demonstrates that this co-creation process generates multifaceted value, including increased product authenticity, expanded audience reach, strengthened brand loyalty, and the development of innovative cultural products. This work contributes to theories of participatory culture and service-dominant logic by illustrating a novel pathway for value co-creation within the cultural heritage sector, ultimately redefining the museum-audience relationship in the digital age.
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