Participative Art Marketing Communication and Creativity of User-generated Content


  • Katarína Fichnová Constantine the Philosopher University in Nitra
  • Lucia Spálová University of Ss. Cyril and Methodius in Trnava



art marketing, participatory marketing, creativity


This paper deals with participatory communication in the field of the promotion of cultural institutions. Creativity is an important factor in the success and effectiveness of marketing communication. This phenomenon has not yet been explored in relation to the creativity of user-generated content. This research addresses the question of whether creativity is a significant factor in the success of UGC (user generated content). Analysis of the outputs generated by the recipients of the communication issued by the Getty Museum in Los Angeles – and their interpretation of the works of art available to the museum. We used a modified method of evaluating creativity developed by Smith et. al. (2007). We used correlation analysis to analyze our data. The findings show that creativity is an important factor in the design of the communication strategy rather than in the success of specific UGC products.

Author Biographies

Katarína Fichnová, Constantine the Philosopher University in Nitra

Katarína Fichnová, PhD, is a researcher and lecturer at Constantine the Philosopher’s University in Nitra, Slovakia. Her research interests are art marketing, creativity and its effectivity, the creative potential of marketing-communication agencies, creative process, social-psychological phenomena and their applications in (digital) media and marketing.

Lucia Spálová, University of Ss. Cyril and Methodius in Trnava

Lucia Spálová, PhD., is a researcher and lecturer at The University of Ss. Cyril and Methodius in Trnava, Slovakia. Her research interests aim to apply the methodological concept of a hybrid approach in the applied media and marketing research of digital media content, emphasising perception and persuasion and art marketing.


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How to Cite

Fichnová, K., & Spálová, L. . (2023). Participative Art Marketing Communication and Creativity of User-generated Content. Central European Journal of Communication, 16(1(33), 117-132.



Scientific Papers