Museum Marketing Strategies on Social Media Using AI-Generated Content: A Uses and Gratifications Theory Approach in Indonesia-DataSet

The hypothesis for this research is that AI-generated content on social media can significantly enhance the effectiveness of museum marketing strategies in Indonesia, as perceived through the lens of Uses and Gratifications Theory (UGT). Specifically, it is expected that AI-generated content will satisfy the social, informational, and entertainment needs of users, thus leading to increased engagement, awareness, and visitation to museums.

本研究的核心假设为：从使用与满足理论（Uses and Gratifications Theory，UGT）的视角来看，印度尼西亚社交媒体平台上的人工智能生成内容（AI-generated content）可显著提升博物馆营销策略的实施成效。具体而言，本研究预期人工智能生成内容能够满足用户的社交、信息与娱乐需求，进而提升用户对博物馆的参与度、认知度及到访率。