Application of the AIDA Model in Social Media Promotion and Community Engagement for Small Cultural Organizations

Abstract

This study explores the AIDA model (attention, interest, desire, action) for social media promotion and community engagement for small cultural organizations. The internal situation and external environment were first analyzed with the SWOT analysis augmented with PEST analysis. Then, the authors show how the AIDA model can be used in social media marketing to improve public awareness, engagement, and thus participation in the organization's activities. As the global economy is getting linked to the internet and social media, utilizing the AIDA model for small cultural organizations contributes to effective information dissemination and increases interactions in the targeted community. The rise of social media has also triggered smaller organizations to consider how to survive under dynamic changes and fulfill their mission through better community engagement.