THE PROSPECTS OF USING SOCIAL NETWORKS AS A MARKETING TOOL IN THE MUSEUMS OF UZBEKISTAN: IN THE EXAMPLE OF THE INSTAGRAM PLATFORM

Abstract

Museums are a bridge between history and modernity, a place where masterpieces of art and culture gather, and a means of increasing the tourist potential of a country. The Hermitage, the British Museum and National Gallery, the Metropolitan Museum of Art in New York, the Vatican Museums, etc. they actively offer their services to the public and are gaining prominence among art historians. In this process, they use a number of tools and services, among which the use of social networks for marketing purposes occupies a large place. For this reason, this article studied the level of such activity in museums in Uzbekistan, the current situation on the example of Instagram, and gave solutions and suggestions for existing problems.