Abstract
The subject discussed in this article concerns the concept of real-time marketing (RTM)—a specific form of marketing communications focused on current events—which was employed by Polish museums on their Facebook profiles in the face of the ongoing pandemic. Exploring this topic required posing a rele-vant research question: Have Polish museums been implementing any pandemic-themed RTM strategies on their Facebook profiles, and if so, to what extent? The answer was obtained during qualitative re-search consisting of two stages, namely, verification of posts on museum Facebook profiles and deter-mining which of them were RTM activities; and content analysis of these RTM posts with the use of a categorization key. Our analysis has revealed that the pandemic-themed RTM activities of the re-searched museums focused on eight topics, namely, the “stay-at-home” campaign, information about restrictions, museums vs. pandemic, promotion of online presence, ideas for spending free time, au-dience vs. pandemic, joy at museum reopening, and Brand Heroes.
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