Abstract
Social media has changed the interaction between the customer and the business, social media has proven to provide new opportunities in facilitating access to information, efficiency and ease of interaction between customers and businesses that are distributed geographically dispersed. Ease of interaction to improve access to information about products, services, and prices have proven to have a positive impact for consumers. The purpose of this article is to develop a conceptual model to test the effect of user motivation, user expectations, and online community involvement to the intention of behavior that is mediated by the use of social media museum experience. This article is a literature study on exploration of social media user experiences museum in Indonesia. Authors searched and examined 85 articles from google scholar with the following keywords: motivation, expectations, online communities, user experience, social media, Technology Acceptance Model, Experiential Marketing, Uses and Gratification Theory. Proposed data collection techniques are literature study, survey and observation. The sample used in this research is 400 respondents of social media users that follow the social media managed by Indonesia’s museum. The sampling technique are systematic sampling. We use Structural Equation Model with AMOS for analyze the data.
Published Version
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