Template-Type: ReDIF-Article 1.0
Author-Name: Renáta Cenková
Author-Name-First: Renáta
Author-Name-Last: Cenková
Author-Email: renata.cenkova@upjs.sk
Author-Workplace-Name: Pavol Jozef Šafárik University in Košice, Košice, Slovakia
Title: Analysis of the use of selected social networks in Slovak theatres
Abstract: This study summarises the performance results of social network profiles of selected Slovak theatres in the 2024/25 season. AVG proved to be a key quantitative KPI that should be monitored continuously to ensure reliable evaluation. Using the full theatre season as the observation period strengthened the objectivity of the findings. The results may support the creation of effective marketing communication strategies and enable theatres to compare their online performance with competitors, serving as a basis for SWOT analyses. Social media represent essential marketing communication tools that facilitate direct interaction with spectators. The evaluated KPIs on Facebook and Instagram were flexible and time specific, reflecting the dynamic nature of online communication. As they change continuously, long term monitoring is necessary. Theatre programmes and attractive online content may attract new followers and enhance engagement. Users today divide their attention across multiple platforms such as Facebook, Instagram, YouTube, Snapchat, TikTok, LinkedIn, X, Telegram, etc. It is therefore likely that new communication platforms will continue to emerge. The social media environment is rapidly evolving and requires theatres and marketers to react promptly and adapt their communication strategies.
Classification-JEL: M31, M37, Z11
Keywords: theatre, marketing communication, social networks, Facebook, Instagram, analysis, KPIs
Journal: Marketing Science & Inspirations
Pages: 43-53
Volume: 21
Issue: 1
Year: 2026
File-URL: https://msijournal.com/analysis-selected-social-networks-slovak-theatres/
Handle: RePEc:cub:journm:v:21:y:2026:i:1:p:43-53