MoMA’s Instagram Survey – the sample

Your Experience on the MoMA’s Instagram account

Welcome to My Survey

Thank you for participating in our survey. Your feedback is important.


The purpose of this survey is to understand what users expect from museums on social media for Ms. Sophia Bakogianni’ s PhD dissertation under the supervision of Dr. Jahna Otterbacher, Assistant Professor at the Open University of Cyprus.

It will take no more than 7-9 minutes to complete the survey. Your participation in this research is completely voluntary.

This is an anonymous questionnaire. All personal information collected about you will be kept strictly confidential, and their use will abide to the General Data Protection Regulation (GDPR) and research ethical requirements.

Further information about survey goals, administration, and ethical oversight can be viewed here. (link to a webpage with more details for the survey).

I would like to clarify that I have no affiliation with the MoMA Museum of Modern Art (MoMA).

If you have any questions, please contact us:;

1. By checking ‘Next’, you are indicating that: you are at least 18 years old; the research has been explained to you; your questions have been fully answered; and, you freely and voluntarily choose to participate in this research project.

2. If you are not at least 18 years old or do not agree with the terms of this survey, please exit the survey.

Your habits, likes and views


* 1. What device do you use to access social media? Please, select all that apply.

Mobile phone



Other (please specify)

* 2. What social media platforms are you using? Please, select all that apply.











Other (please specify)

* 3. How many times have you visited a museum in the last 12 months?

0 times

1-2 times

3-5 times

6-10 times

More than 10 times

* 4. Have you ever visited the MoMA in person?



* 5. Why do you visit the MoMA on Instagram? Please, select all that apply.

  • To learn about current exhibitions/events.
  • To see photos of paintings/artworks.
  • To watch videos from museum galleries.
  • To view Instagram Stories by the MoMA.
  • To learn about interesting objects/artworks.
  • To find other people with common interests.
  • I do not visit myself the MoMA on Instagram, but when I see an interesting post on my News Feed, I click on it.
  • To express myself on comments.
  • To get vibes of the MoMA, because I have not visited it yet.
  • To connect with the MoMA, which I have visited and liked.
  • Other (please specify)

7. Do you enjoy any other media features from the MoMA on Instagram? Please describe it here.

* 8. Which of these statements do you agree with? Please, select all that apply.

  • I don’t go to Instagram to learn but to feel.
  • I like to see fun posts from museums on Instagram.
  • I like reading stories about museum objects.
  • I follow museums on Instagram to get a daily dose of art and culture.
  • Looking at art helps me de-stress.
  • I like art because it cultures me.
  • I don’t really know why I like museums.
  • Really, I don’t like following museums on Instagram – they are boring.
  • I perceive the Instagram account of a museum as an extension of the physical setting.
  • I consider the museum as a trustworthy source of information on Instagram.
  • Other (please specify)

* 9. Do you recognize any of the following feelings, when you see a post from the MoMA on your Instagram Feed? Please, select all that apply.

  • excitement
  • happiness
  • curiosity
  • frustration
  • humor
  • empathy
  • indifference
  • Other (please specify)

* 10. Which of the following describes best how you feel about the MoMA’ s Instagram account? Please, select all that apply.

  • This is so cool.
  • I feel that I belong here.
  • I feel connected with the MoMA.
  • I feel close to people who follow MoMA’s account on Instagram.
  • I feel like being at the MoMA.
  • It is interesting, but nothing special.
  • This is so awkward.
  • This is not a place for me, I do not belong here.
  • I do not like seeing any more from this.
  • Other (please specify)
Feedback on the MoMA’s posts on Instagram

* 12. Do you notice if a MoMA’s post on Instagram has many likes or comments?



* 13. Do you read comments to a MoMA’s post on Instagram?



* 14. Would you like to engage in discussions with others on MoMA’s Instagram Page?



* 15. Do you expect reactions/feedback from other users to your comments on MoMA’s Instagram Page?



The MoMA’s Instagram account

* 16. Do you expect the MoMA ’s account (the social media manager) to participate in a discussion on comments on Instagram?



* 17. Do you have the impression that there is a team behind the MoMA’s “voice” on Instagram?



* 18. Would you like to know who is the one that addresses you through the MoMA’s Instagram account?



20. Do you enjoy any other type of content from the MoMA on Instagram? Please describe it here.

* 21. Imagine that for a day you would administer the MoMA’s account on Instagram. What would you post there?

Information about you

* 22. Would you like to take part in a short interview that I have designed via IG Direct Messages? It will take no more than 30 minutes.



23. What is your email? (In case you agree to participate in the interview)

24. What is your Instagram handle/username? (In case you agree to participate in the interview)

*  25. Where do you live?

*  26. Which gender do you most identify with?

* 27. Education
Other (please specify)

* 28. What is your profession, or, if you are a student, what is your area of study?

* 29. How old are you?
I don’t want to disclose