An exploratory study of the functionality and business potential of a virtual community for artists in Greece

摘要

This study investigates the potential of Virtual Communities (VCs) as a business model in the arts sector. It reports on the views of artists and the people who are interested in art with respect to the required functionality and business potential of VCs in arts. The artists who participated in the study are members of a VC which promotes contemporary arts. The web portal,1 which this article discusses, supports the newly created society of 'Independent Artists Network' which brings artists, the general public, customers, galleries and collectors together. It envisions the establishment of a global forum for the contemporary arts by offering new boundless possibilities for artistic expression, communication, autonomy and promotion of artists. This study suggests that art-related VC services could focus on exchanging information, organising social events and supporting business transactions. The study also indicates the popularity and business success of art-dedicated VCs in Greece. The results may be useful for the practitioners and researchers designing VCs for the arts.