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Guest editorial Guest editorial: The online and offline impacts of Covid-19 on arts and cultural marketing We are delighted to serve as guest editors of this special issue of Arts and the Market on The online and offline impacts of COVID-19 on arts and cultural marketing. In our original call for papers, we noted that until recently, consumption of arts and cultural experiences was predominately carried out face to face, with many consumers attending exhibitions, performances and festivals several times per year. Now, the impact of the COVID-19 pandemic can be seen clearly in terms of a dramatic cultural and economic downturn (Banks and O’ Connor, 2021; Khlystova et al.,2022; Walmsley et al., 2022). Prior to COVID-19 most cultural organisations engaged with the Internet, social media and other digital platforms by interacting with potential and actual audiences. Although a significant percentage of these interactions were initially marketing focussed, an increasing number of organisations were using digital platforms as performance and exhibition “spaces” (Jeannotte, 2021; Rentschler and Lee, 2021). During the pandemic these mechanisms for audience engagement became the only means of providing an arts and cultural experience due to lockdown restrictions. This presented cultural producers and audiences with a
Arts and the Market – Emerald Publishing
Published: Apr 10, 2023
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