Volume 4 • Issue 1 • PP: 16-25 • 2026
Social Media Effectiveness in Museum Marketing: Evidence from Major Museums in Uzbekistan
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Although research on digital marketing with social media is extensive, few studies have focused on the effectiveness of museum marketing through the application of PLS-SEM. The present study opens broad opportunities for the integration of social media analytics in museum studies, including the role of audience engagement and content quality and their impact on visitor intention in responding to digital campaigns. The purpose of this study is to examine the role of social media engagement and perceived value in achieving marketing effectiveness in responding to the museum audience. Collected survey data were subjected to a detailed PLS-SEM analysis to estimate the conditional probability that a latent construct has a significant effect, given the values of one or more of its observed indicators. In order to analyze user perceptions and behavioral responses while also including platform-related factors, certain constructs and indicators were combined with the measurement set defined by prior literature, which resulted in the structural equation model. The results show that visitors’ favorable perceptions of the museum and their online interactions show that content quality positively influences the formation of their behavioral intention through the mediating effect of social media engagement toward brand awareness, visitor satisfaction, and revisit intention. Moreover, understanding the effectiveness of social media for museum marketing in relation to the structural model of user behavior is a contribution to the literature that may help future researchers achieve faster empirical validation. This study can also benefit museum managers as it provides practical insights such as content optimization strategies to improve the use of the social media model and it contributes to the existing literature in the area of digital marketing and cultural promotion in general.
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