Designing the Model of Social Media Management in Hyperconnected Museums

Tajik, Mohammad Ali; Azizabadi Farahani, Fatemeh; Masoudi, Omid Ali; Farhangi, Ali Akbar

doi:10.22034/toc.2026.547574.1209

Designing the Model of Social Media Management in Hyperconnected Museums

https://doi.org/10.22034/toc.2026.547574.1209

Volume 6, Issue 23
Winter 2026

Pages 22-31

Document Type : Original Research Article

Authors

Mohammad Ali Tajik ¹

Fatemeh Azizabadi Farahani ¹

Omid Ali Masoudi ²

Ali Akbar Farhangi ¹

¹ Department of Cultural Affairs and Media Management, Science and Research Branch, Islamic Azad University, Tehran, Iran

² Department of Communication Sciences, Faculty of Culture and Communication, Soura International University, Tehran, Iran

Abstract

With the rapid advancement of information and communication technologies and the widespread adoption of services based on the Internet of Things, augmented and virtual reality, and other emerging digital infrastructures, various forms of communication have converged. This convergence, encompassing human-to-human, human-to-machine, and machine-to-machine interactions, has shaped the era of hyperconnectivity. In developed countries, all interaction-oriented institutions, including museums, have adopted this transformation and have hyperconnected their communication formats, including social media. Accordingly, designing a model for the optimal management of social media within such museums became necessary. Due to the novelty of the topic, identifying directly relevant sources was challenging; therefore, scholarly sources with thematic proximity were selected. Data collection was conducted through library-based methods, and the Silva selection method was applied for screening. From 137 initial publications between 2013 and 2023, through reviewing their introductions and conclusions, 24 final sources were extracted. To develop concepts and find effective components, the method of systematic review has been used, and for this purpose, thematic analysis has been used. With the development of concepts and the development of a conceptual model; The pattern of social media management in therapist museums was drawn in fifteen steps, and finally, the model was validated by the experience method. For this purpose, the model was implemented in the Institute of Museums of the Foundation in three periods from 1398 to 1403, and due to the significant and continuous increase in the position of the website and the followers of the institute’s Instagram page, the definite and continuous effectiveness of the pattern and consequently its validity was proved.

Keywords

Hyperconnectivity

Museum

Social media management

Meta-synthesis

Validation

Subjects

Communication

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