The Importance of Engaging Customers in the Process of Revitalising Culture and Art in the Age of COVID-19

Title

The Importance of Engaging Customers in the Process of Revitalising Culture and Art in the Age of COVID-19

Author

1. Komal Janiyani, Student, Lady Shri Ram College For Women, New Delhi, India

Abstract

The worldwide Coronavirus pandemic has created unprecedented uncertainty and obstacles for the arts and entertainment sector, necessitating a long-term strategy to determine the future of art consumption. Surprisingly, there has been a rise in interest in cultural and artistic content, highlighting the importance of online presence during lockdowns. Immediate support for creators and mediators through activities like surveys and data collection is crucial while providing financial and organizational assistance. This opinion article focuses on the disruption to established purchasing patterns and emphasizes the need for comprehensive research to identify sustainable alternatives. Understanding consumer engagement, preferences for cultural activities, perceptions of digital experiences, loyalty and satisfaction with cultural products and services, and the impact of art on consumer well-being are vital for the recovery process.

Keywords

Conclusion

From what has been described, audiences seem to impact the cultural sector's road to recovery significantly. Even if the epidemic has temporarily halted direct access to the art while increasing online access, artists and artistic companies still need financial and logistical assistance. To customize interventions and evaluate corporate structures, sector-specific recovery methods are required. The following consumer-focused research directions are proposed to address the demand side of the recovery: systematic and reliable data gathering on utilization patterns; evaluating the emotional significance of consuming digital art; fostering client retention and active involvement within cultural frameworks; and acknowledging the role of cultural institutions in promoting individual happiness. It is advised to work in tandem with other entities, such as schools, scientists focusing on mathematics, and public service organizations. To recover from the recent economic downturn, the arts and entertainment business must thoroughly comprehend consumer behaviour to predict requirements, grasp expectations, recognize new consumption patterns, and make informed judgements. It is suggested that governments conduct cultural policy surveys and businesses do commercial governance and strategy surveys.

Author Contrubution

The author confirms sole responsibility for the following: study conception and design, data collection, analysis and interpretation of results, and manuscript preparation.

Funding

The authors did not receive any specific grants from funding agencies in the public, commercial, or non-profit sectors for the research, authorship, and/or publication of this article.

Conflict of Interest

All authors declare that they have no conflicts of interest.

Data Sharing Statement

Not applicable

Software And Tools Use

Not applicable

Acknowledgements

I thank the following individuals for their expertise and assistance in all aspects of our study and for their help in writing the manuscript. I am also grateful for the insightful comments given by anonymous peer reviewers. Everyone's generosity and expertise have improved this study in myriad ways and saved me from many errors.