Viral challenges as a new form of museums’ activity in social media
Viral challenges as a new form of museums’ activity in social media

Summary/Abstract: Due to the new social media channels as well as an increase of content created, growinglyimportant is a creative approach to the content creation. One way is the forming of the viralcontent and challenges. The pandemic time revealed that museums undertake unstandardizedactivities and take up the challenges. The research aim was to analyze museums’ activitiesin viral social media challenges. The qualitative content analysis method was conducted torealize the assumed aim. Findings revealed that although such activity is rather occasional,it is always consistent with the museums’ core topics and social actions. The participationin challenges revealed also the importance of building relations with organizations.

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