Digital Media as a Means of Promoting Art: Impact on Market Strategies and the Popularisation of Artworks

This research explores the role of digital media as a tool for promoting art, focusing on its impact on market strategies and the popularization of artworks. The study employs a qualitative analysis of various digital platforms used by artists and galleries, examining the effectiveness of social media, online exhibitions, and digital marketing techniques. Findings highlight the growing influence of digital media in expanding art audiences, enhancing visibility, and driving art sales. The study also identifies challenges faced by artists in adapting to digital platforms and discusses the shift in consumer behavior towards online art consumption. The research underscores the significance of digital tools in modernizing the art market and broadening the reach of artistic expression.