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‘The World Beach Project’ Going Viral: Measuring Online Influence—Case Study of the Victoria and Albert Online Museum Project

This study aims to explore the influence of social media platforms employed by the internationally recognized museum, the Victoria and Albert Museum (V&A) in London, in the development and implementation of its famous online participatory project—the World Beach Project. The research looks at the behaviour, size and geographic distribution of international audiences present in various social media spaces of the V&A, particularly in relation to the project. The research intends to assess the influence of social media on the global audience by evaluating online audience engagement with the project through quantitative research, behavioural study and qualitative enquiry. The article consists of two major parts. The first section proposes and explains a theoretical model of online influence—understood in this project as international audience’s engagement with and in the social media spaces of the museum. Drawing on traditional museum visitor studies research and emerging methodological approaches utilized in the online world, this part of the article tries to identify and explain the main metric components of the online audience’s engagement. The second part of the article tests this model and provides detailed analysis of the online project explored in this study through its online outreach across different social media platforms.