Ruoxi LIU

Supervisor:Dr.Janey HUANG

This study investigates the social-media-based promotion's effect on marketing in the exhibition industry. Specifically, this research chooses museum accounts on Weibo as samples because of its wide influence and generality. Research methods including semi-structured interviews adapted in_ the study reveal several vital findings from a broad dimension. The result shows that the most attractive method in exhibition promotion which used in Weibo is interaction activities for it providing artistic context; Convenience of information exchange makes the external linkages of the exhibition promote better marketing effect; This study shows a macroscopic view of the resource allocation in social media marketing, reveals the trend of the exhibition's media promotion, which also reflects the pattern in modern communication between public organizations and the masses. It enriches the perspective towards social media’s effect on the exhibition industry and provides a guide on predicting future marketing modes.