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Arts marketing during COVID-19: A critical review and theoretical integration

Fillis, I, Lehman, K, Rentschler, R and Lee, B (2022) Arts marketing during COVID-19: A critical review and theoretical integration. Arts and the Market. ISSN 2056-4945

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Purpose This paper aims to provide clarity on arts marketing during COVID-19 by undertaking a critical review and theoretical integration of published cultural and creative industries (CCIs) data on the pandemic. Design The study draws on the findings from a content analysis of published refereed journal articles and research reports, between 2020 and 2022. Findings This study clarifies how scholars in the arts marketing field have examined the concept and identified core dimensions. It also brings together these conceptual categories into an integrative multilevel framework of relevance for arts marketing during COVID-19. The framework outlines interconnected processes as well as dualities, such as digitisation, monetisation and sustainability of the CCIs and poses a future centred on entrepreneurial actions. Originality The originality of the paper is that it provides clear-cut evidence for new frontiers for research in the field during a period of discontinuous change due to COVID-19, through a literature review that has not been undertaken previously. It links the need to be entrepreneurial as a means for the CCIs to survive and thrive during and after a global crisis.

Item Type: Article
Additional Information: This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com'
Uncontrolled Keywords: Covid-19; arts marketing; cultural industries; creative industries; 1505 Marketing
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
N Fine Arts > NX Arts in general
Divisions: Business & Management (from Sep 19)
Doctoral Management Studies (from Sep 19)
Publisher: Emerald
SWORD Depositor: A Symplectic
Date Deposited: 27 Sep 2022 15:43
Last Modified: 28 Oct 2022 15:15
DOI or ID number: 10.1108/AAM-09-2022-0049
Editors: Meamber, Laurie
URI: https://researchonline.ljmu.ac.uk/id/eprint/17679
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