Date of Award


Document Type

Thesis - Open Access

Degree Name

Master of Arts (MA)


Art Business

First Advisor

Betsy Thomas

Second Advisor

Maria Sancho-Arroyo


This study aims to thoroughly analyse how auction houses are coping with the conditions imposed by the Coronavirus pandemic in the short-term and what the virus’ long-term impact on the business will be. The study will look at upcoming marketing campaigns and the quick migration to online sales, and will analyse the data within those sales. The study is unique in its aim to also analyse buyer and seller psychological behaviours and how they will be impacted as a result of forced or voluntary distancing when live sales return. Overall, the thesis aims to address the question: Can the auction house as a historically client-centred, visit-based, handshake business survive and embrace a ‘contactless’ business model relying on virtual and online platforms?