Library Marketing Indicators on Students’ Patronage of Information Services in Federal Universities in South-South Nigeria

Abstract

This study was conducted to investigate the effect of library marketing indicators on students’ patronage of information services in federal universities in South-South Nigeria. Ex-post facto research design was used for the study. The population of the study was all the 31273 registered undergraduate library users in federal universities library in the 2021/2022 academic session. Multi-stage sampling procedure was used to select a sample of 790 students for the study. A researcher developed questionnaire named “Library Marketing Indicators and Students’ Patronage of Information Services Questionnaire” was used in collecting data for the study. The instrument was face validated by three experts. Cronbach Alpha was used to determine the reliability of the instrument and a coefficient of .82 was obtained. Mean was used to answer the research questions while independent t-test was used to test the hypotheses of the study. The findings of the study indicated that there is significant influence of library marketing indicators on students’ patronage of information services in federal universities in South-South Nigeria. It was recommended among others that librarians need to acquire marketing skills that will enable them effectively brand their libraries and the information services the library offers as this marketing strategy influences students’ patronage of information services.