“…By adopting a multiple case study approach, we investigated a sample of virtual museums and their attitude toward a digital CSR culture (Packalén, 2010). More specifically, this paper aims to examine stakeholders' perceptions (Cubilla‐Montilla, Ana‐Belén, Galindo‐Villardón, Galindo, & Garcia‐Sanchez, 2019; Dal Maso et al, 2017; Iazzi, Pizzi, Iaia, & Turco, 2020; Lee, 2020) in cultural organizations (Burns, Houghton, & Stewart, 2019; Packalén, 2010) and whether the digitization of museums should be considered only an economic activity or instead be seen as a new form altogether of social responsibility. While technologically advanced managerial practices have often been considered potentially dangerous in the pursuit of proper/acceptable social standards (Hofstede, Hofstede, & Minkov, 2005), the digitization of museum collections clearly shows how innovation can also bring sustainability (Packalén, 2010) and accountability, inasmuch the former can and should always contribute toward the generation of public value.…”