The Role of Aesthetics in the Social Media Communication of Art Organizations in Venice, Italy

The primary aim of this research study is to explore the role of visual aesthetics in the social media marketing of the art organizations located in Venice, Italy. Theoretical research purposes include examining the theoretical understanding of how visual aesthetics might affect engagement and perception, discussing cultural context of aesthetics in social media, observing the strengthening connection between art and marketing via other research studies, describing main approaches of design and their interconnectedness with visual aesthetics. While practical research purposes focus on the analysis of the contemporary art organizations’ social media content, systematization of the findings and establishment he role of visual aesthetics in creation of effective social media content.