Social media possibilities for improving arts marketing performance

Abstract

The aim of this paper is to investigate the social media presence of the performing arts institutions and the freelance artists from the sector in Bulgaria.Their presence on Facebook, Instagram, Youtube and Twitter, the state of their websites, the existence of ticket buying systems and usage of chat bots are compared. The methodology used in this article combines secondary research, content analysis and comparative analysis. Some recommendations for managerial implication are given at the end of the paper.