Abstract
Background and Objective: This study examined the use of modern technology to absorb audience in public libraries under the Public Libraries Foundation.Methodology: This is a survey- kind of descriptive study. The statistical population are authorities of public libraries with standard and central level. A questionnaire was used to collect the data. Reliability of the questionnaire was calculated using Cronbach's alpha of 0. 871. Software SPSS19 was used to analyze data analysis.Findings: The results showed that the use of new technologies in public libraries is lower than the average level. The most use of these devices is shown in Tabriz Central Library at 58 percent. Also, there is no significant difference between respondents' opinions in terms of demographic variables, level and degree of education.The possible results and applications: The results of this research are useful for decision making and effective use of new technologies to attract and expand audiences in public libraries.Originality / value: This study is among the first research that examines new technologies in public libraries to attract audience. Earlier in marketing literature and web technologies, several studies have been conducted for public libraries, however, in this study the application of new technologies in libraries is used to increase to attract audience.
Highlights
The results showed that the use of new technologies in public libraries is lower than the average level
The possible results and applications: The results of this research are useful for decision making and effective use of new technologies to attract and expand audiences in public libraries
Originality / value: This study is among the first research that examines new technologies in public libraries to attract audience
Summary
One of the major concerns of libraries is to attract audience and insufficient knowledge of services and expectation in the library is one of the most fundamental of these problems. Francine (2006) believes that the position of the library is in danger as a place for of information providers and meet the information needs of audiences, because marketing and audience engagement is flawed. To keep pace with changes in technology, social institutions need new and more effective ways for their protection and survival (Hawcroft, 1999) In this regard, the libraries are no exception. Some new technologies, such as Web 2 technologies, Internet technologies and etc.... The use of new technologies can absorb the audience to public libraries. Some of these marketing technologies such as microblogging, mobile, R. In this study we examine the extent of utilization of new technologies in public libraries of marketing? What is the extent of utilization of microblogging marketing in public libraries?
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