Methodology of Scientific Research Work in the Field of Fine Arts Marketing Studies
DOI:
https://doi.org/10.32461/2226-3209.4.2025.351854Keywords:
art market, research methodology, fine art marketing, knowledge, expertise, cultural methods, economic models, social marketingAbstract
The purpose of the article is to develop a holistic methodology for scientific research, capable of integrating multidisciplinary approaches to provide in-depth and objective analysis. The author of the article also aims to comprehensively reveal the methodology for research on fine arts marketing for students and postgraduates who are receiving education in the field of art history and cultural studies, for a wide range of specialists in this field. The research methodology is based on the principles of a systemic approach and interdisciplinary synthesis, using a set of methods adapted to the specifics of the art market: comparative-historical method, econometric modelling, sociological content analysis, a complex of technical expertise and the netnography method. The scientific novelty. For the first time, methodological tools for marketing fine arts in the field of competence of art experts and connoisseurs, as well as in the cultural, economic, sociological, and psychological fields, have been investigated at an interdisciplinary level. Conclusions. The proposed methodology of scientific research in the field of fine art marketing is integrative, combining humanitarian (art history, culturology) and exact (economic, sociological, and expert-technological) scientific approaches. The central element is the interaction between the subjective cultural value formed by representatives of the connoisseurship, restorers of cultural values, and experts using the methods of radiography and source studies, and correlating them with the objective market price of works of art determined by econometric and marketing analysis. Further scientific research in the field of research on the methodology of fine art marketing algorithms should be focused on the development of unified international standards for the publication of data on provenance and expertise, which will allow increasing the transparency and scientific validity of the art market.
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