Identifying the Factors Affecting Social Media Management in Hyperconnected Museums Based on a Meta-Synthesis Approach

Tajik, Mohammad Ali; AzizAbadi Farahani, Fatemeh; Masoudi, Omidali; Farhangi, Ali Akbar

doi:10.22034/toc.2025.493076.1175

Identifying the Factors Affecting Social Media Management in Hyperconnected Museums Based on a Meta-Synthesis Approach

https://doi.org/10.22034/toc.2025.493076.1175

Volume 6, Issue 20
Spring 2025

Pages 58-65

Document Type : Original Research Article

Authors

Mohammad Ali Tajik ¹

Fatemeh AzizAbadi Farahani ²

Omidali Masoudi ³

Ali Akbar Farhangi ⁴

¹ Ph.D. Student in Media Management, Department of Cultural Affairs and Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

² Associate Professor, Department of Cultural Affairs and Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

³ Professor of Communication Sciences, Faculty of Culture and Communication, Soura International University, Tehran, Iran.

⁴ Professor, Department of Cultural Affairs Management and Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.

Abstract

The terrible Corona pandemic underlined the importance of using cyberspace in organizations, especially display-oriented cultural institutions such as museums. This has become more vital than ever with the advancement of new technologies, the increase in bandwidth, and the birth of hyperconnectivity, combined with the expansion of social media. In order not to lag behind the efficient management of the aforementioned media, identifying and developing effective concepts and components will be a fundamental element in understanding, redefining, and even designing a management model for the aforementioned media. For this purpose, in this study, scientific research resources on social media management in hyperconnected museums have been reviewed and interpreted, and relevant themes have been extracted to identify its effective components. To collect resources, a library method was used and the the resources were scrutinized and selected via the Silva method from 137 primary sources published between 2013 and 2023, 24 noteworthy studies were selected. To interpret and develop concepts, a systematic review research method was used, followed by a meta-synthesis method and thematic analysis. The development of the extracted concepts and their analysis showed that the most effective components of social media management in hyperconnected museums are the use of new technologies and the development of a strategy for the aforementioned media based on and in line with the organization’s strategies. Also, content management is the most important form of management for social media, and of course, audience research will play a fundamental role in the comprehensive management of social media in hyperconnected museums.

Keywords

Hyperconnectivity

Social media

Meta synthesis

Thematic analysis

Subjects

Communication

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