‘The World Beach Project’ Going Viral: Measuring Online Influence—Case Study of the Victoria and Albert Online Museum Project

Abstract

This study aims to explore the influence of social media platforms employed by the internationally recognized museum, the Victoria and Albert Museum (V&A) in London, in the development and implementation of its famous online participatory project—the World Beach Project. The research looks at the behaviour, size and geographic distribution of international audiences present in various social media spaces of the V&A, particularly in relation to the project. The research intends to assess the influence of social media on the global audience by evaluating online audience engagement with the project through quantitative research, behavioural study and qualitative enquiry. The article consists of..