Engagement In Virtual Communities As Dynamic Marketing Capability of Cultural Organisation Dimensions And Determinants

Abstract

Cultural organisations operate on a highly competitive market of goods that meet the needs of the leisure society. This leads to the necessity to search for creative forms of communication and engagement to stand out and attract visitors and spectators attention to the cultural institutions offer. The article presents the concept of dynamic marketing capabilities as the theoretical background for cultural organisation virtual community creation. The paper presents dimensions and determinants of cultural organisation engagement in virtual communities.