THE COMMERCIALIZATION OF ART

ANALYZING MARKET TRENDS IN THE CONTEMPORARY ART INDUSTRY

Authors

  • Dr.K.K.DEVI HOD, Bachelor of Commerce in Accounting and Finance Jayagovind Harigopal Agarwal Agarsen College (Affiliated to University of Madras) Madhavaram, Chennai, Tamilnadu- 600060
  • Dr. L.V.R MANOJ KUMAR Associate professor, Management department, Werabe university, Werabe Ethiopia
  • Dr. S. VIJAYALAKSHM Assistant Professor (Aided) PG and Research Department of Commere Arumugam Pillai Seethai Ammal College, Tirupattur, Sivagangai-630211
  • Dr. R. BABYPRIYA Assistant Professor, Department of Commerce Dharmapuram Gnanambikai Govt.Arts College for Women (Autonomous ) Mayiladuthurai
  • Dr SUNDARAPANDIYAN NATARAJAN Professor and Head, Adithya School of Business Management Adithya Institute of Technology, Coimbatore https://orcid.org/0000-0002-1303-2947
  • Dr. D. PAUL DHINAKARAN Assistant Professor, Department of Commerce Jayagovind Harigopal Agarwal Agarsen College (Affiliated to University of Madras) Madhavaram, Chennai, Tamilnadu- 600060

DOI:

https://doi.org/10.66838/sauc.6535

Keywords:

Art Commercialization, Art Market Trends, Contemporary Art, Digital Art Platforms, Art Investment, Consumer Behavior, PLS-SEM

Abstract

The contemporary art industry has undergone a marked transformation as artistic production increasingly intersects with commercial logic, digital marketplaces, and investment-driven collecting behavior. This study examines how commercialization forces including online auction platforms, art-as-asset investment trends, and social media-driven visibility shape market trends, pricing structures, and buyer decision-making in the contemporary art sector. Using a quantitative, cross-sectional research design, primary data were collected from 410 respondents comprising collectors, gallerists, independent artists, and art investors across primary and secondary art markets. Data were analyzed using descriptive statistics, Pearson correlation, multiple regression, and one-way ANOVA in SPSS v.28, supplemented by Partial Least Squares Structural Equation Modeling (PLS-SEM) in Smart PLS 4 to test the hypothesized relationships......

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Published

2026-11-04

How to Cite

Dr.K.K.DEVI, Dr. L.V.R MANOJ KUMAR, Dr. S. VIJAYALAKSHM, Dr. R. BABYPRIYA, Dr SUNDARAPANDIYAN NATARAJAN, & Dr. D. PAUL DHINAKARAN. (2026). THE COMMERCIALIZATION OF ART: ANALYZING MARKET TRENDS IN THE CONTEMPORARY ART INDUSTRY. Street Art & Urban Creativity, 12(7), 1–5. https://doi.org/10.66838/sauc.6535

Issue

Vol. 12 No. 7 (2026)

Section

Research articles

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