Co-creating cultural narratives. TikTok’s role in enhancing museum engagement

Purpose This study aims to explore the crucial role of TikTok in enhancing museum visibility and digital engagement across social media brand communities. Specifically, the authors investigate social media users’ and creators’ mechanisms in driving the dissemination of museum-related content. We identify key dimensions of co-creation within the #museumtok landscape, extending the understanding of social media contribution to value co-creation in the cultural industry. Design/methodology/approach A qualitative approach based on mixed methods is used. In Study 1, content and thematic analysis are performed using NVivo 14 on nine TikTok videos, analysing 9,223 user comments to reveal recurring themes. In Study 2, sentiment analysis is conducted on Python’s Natural Language Toolkit and Vader Lexicon. Finally, engagement scores are calculated to assess user involvement. Findings We develop two critical dimensions of the digital museum experience: MuseumCriticism and MuseumStorytelling. These themes reflect a fundamental shift in museums’ role from mere exhibition spaces to vehicles for digital storytelling and ethical debates. TikTok enables social conversations, where content creators influence museums’ digital perceptions. Sentiment analysis shows a predominance of positive sentiments. It sheds light on the proactive role of content creators in enhancing the museum’s digital visibility. However, criticism-focused videos elicit negative sentiments, indicating a need for moderation when addressing ethical issues. Originality/value The study enhances the understanding of social media’s role in cultural heritage communication, offering managerial insights for leveraging digital platforms to engage younger audiences effectively. By outlining five distinct subdimensions of the phenomenon, the authors provide actionable strategies to build stronger connections with younger demographics.