<![CDATA[This study aims to analyze the marketing communication strategies of the @tumurunmuseum Instagram account in fostering the intention to visit the Tumurun Private Museum in Solo. The main issue underlying this study is the stigma of exclusivity often associated with private museums, in addition to the limited literature on how the richness of media is strategically utilized by cultural institutions to reach a wider audience. This study employs a descriptive qualitative method using a case study approach. Data were collected through in-depth interviews with six informants comprising four members of the museum's internal management staff and two active followers of the @tumurunmuseum Instagram account, supported by direct observation and documentation of digital content from December 2025 to February 2026. Data analysis followed the interactive model by Miles and Huberman, with the application of source and method triangulation to ensure the validity of the findings. The research results reveal three main findings. First, the use of inclusive language in photo captions effectively reduces ambiguity and the stigma of exclusivity associated with private museums by optimizing the linguistic variation dimension in Media Richness Theory. Second, Instagram Reels serve as the primary conversion factor that transforms digital interest into a decision to visit in person through a dual-signal mechanism. Third, collaborative content management based on shared values without written Standard Operating Procedures proved capable of maintaining brand identity cohesion, although this introduced vulnerability to the risk of personnel turnover. This study confirms that the integration of Media Richness Theory and the Circular Social Media Model constitutes a relevant and comprehensive analytical framework for examining the digital marketing communication strategies of cultural institutions in the era of social media.]]>
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