自 2020 年初爆發的新冠肺炎疫情導致許多藝術展覽被迫轉於線上的方式呈現，然而即便疫情的趨緩，不論是純線上展覽、虛擬展間、線上輔助實體展覽，線上展覽已逐漸變成觀者熟悉的型式。隨著觀看展覽與舉辦展覽需求的提升，線上展覽平台的推出可說是百家爭鳴。平台的本質即為連結，網路的發達促成了平台與社群媒體的蓬勃發展，而如何完善平台的雙邊效應為一大課題，因為產生雙邊網絡效應的平台，對任何一群使用者的價值，與網絡另一邊的使用者人數成正比。經營平台時行銷必不可少。而社群媒體已可以說是現今最受企業歡迎且有效的行銷方式與管道，且已被證實對於能夠對品牌權益產生正面影響。
基於上述背景，本研究針對 ARTOGO 線上展覽平台進行單一個案研究，前期透過專家訪談與文獻探討發現到與功能性利益相比，唯有品牌權益的經營是不可以在一夕之間取代，擁有極大的價值。本研究透過問卷成功驗證社群行銷對於線上展覽的品牌權益是具有正面影響的，並進一步透過與平台的一般觀賞者與具有專業知識背景的觀賞者進行深度訪談，了解到貼文設計是如何影響社群行銷三要素—娛樂性、互動、與口碑。最後綜合以上實驗結果，提出對於線上展覽平台的社群行銷之實務上建議，因線上展覽平台必須了解如何善用自身原有的優勢並創造價值，才能在競爭激烈的市場中永續經營並持續獲利。

COVID-19 social distancing requirements since early 2020 have been pushing the popularity of virtual events front and center. Online exhibitions were once perceived as an alternative to the physical ones. Now, online exhibitions have become one of the most familiar ways of exhibition for viewers. Additionally, with the release of metaverse in 2021, online exhibition platforms have become the marketplace for trading non-fungible tokens. Consequently, the numbers of online exhibition platforms are soaring these days. The advent of platform is attributed to the development of the Internet because the essence of platform is connection. It is crucial to display network effects in a two-sided market because in this way, the more users on one side benefits the value of users on the other side. When operating a two-sided market, marketing is indispensable. Among the marketing strategies, social media marketing is one of most effective and popular ways for businesses to employ. Furthermore, social media has been testified to create positive brand equity and to interact with more users, which benefits the network effect of a two-sided market.
This research takes ARTOGO, an online exhibition platform as a case study. Through mixed research methods including in-depth interview with experts, surveys, and semistructured in-depth interview with general viewers and viewers with expertise, the research aims to explore how the brand equity of online exhibition platforms was constructed from general viewers and viewers with expertise’s perspectives through social media marketing and to provide practical suggestion. This research aims to help ARTOGO reach higher brand equity of its platform to stand out among the competitors by optimizing Instagram social media marketing. The findings of this study can also provide online art exhibition platform brands with a guide to managing their assets and marketing activities as well.

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