Mediet e reja dhe ndikimi i tyre në shtimin e numrit të konsumatorëve në industrinë e kulturës
New media and their impact on increasing the number of consumers in the culture industry

Summary/Abstract: Given the perceived perception that e-Culture, defined as the application of new information technologies in the industry of culture, has significantly influenced the management of cultural institutions such as theaters, cinemas, libraries, etc. as well as in increasing the number of visitors of these institutions, through this paper will be presented the data derived from consumer behavioral analysis, conditioned by the impact of the communication technology and social networks in decision making vis-à-vis the offers of cultural institutions.This paper also argues that despite the apparent controversies that may be encountered, however, the subjectivity of information provided by the cultural institutions as well as the subjectivity of information disseminated by various individuals on social networks (known as e-WoM / Word of mouth), as the substitute of the old media as well as the word of mouth (WoM) today are among the most important factors of information influencing public decision regarding a particular cultural event.At the end of this paper, recommendations are made regarding the use of new communication technology and social networks in the cultural industry to increase the number of consumers, as well as recommendations on the opportunities offered by new media in the development of this industry.

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