TikTok in museum management: an effective museum enhancement tool?

Digital environments nowadays play a central role in creating value for organizations. In the cultural sector, the creation of value of organizations and in particular of museums is facing a paradigm shift in response to the contemporary demands of living in a hyperconnected world. Expression of a rapidly rising phenomenon in the hyperconnected digital scenario is represented by the use of the TikTok platform, whose value creation is based on interactive and multimedia contents. This research aims to explore through a mixed approach, the use that museums make of TikTok from a managerial perspective. The study highlights the use of a generally informal language structured on a predominantly aesthetic and non-scientific component, capable of attracting and interactively engaging heterogenous targets, especially less art-sensitive audiences like digital natives. Despite the enormous potential it represents, this social media is still little used by museums and little explored by the scientific community.