THE INTERNET IN MANAGEMENT OF VALUE FOR CUSTOMERS IN THE SECTOR OF CULTURE IN THE ERA OF CORONAVIRUS PANDEMIC

Abstract

The coronavirus pandemic has a number of consequences for the management of various types of market entities. This also applies to the sphere of culture, the specificity of which is expressed, among others, in the processes of creation and reception of artworks, as well as the functions performed by cultural goods, the multiplicity of forms of participation in culture and high uncertainty of demand. New technologies that find application in the sphere of culture, including the Internet, cause that the processes of creating, distributing, and promoting cultural goods have been changing over time. It has also been associated with redefining the divisions and roles performed by professional creators and consumers of their works. However, during the coronavirus pandemic, the importance of the Internet in managing the value for culture consumers has changed. The purpose of the paper is to show the role of the Internet at various stages of the process of management of the value for a participant in culture during the coronavirus pandemic and the potential of new media from the point of view of maintaining relationships with consumers. The paper is based on in-depth studies of literature and research reports, the analysis of activities conducted on the Internet by selected cultural institutions, as well as the results of own empirical research of a qualitative nature, which were performed among participants in culture.