Marketing and Promotion of E-journal in Academic Libraries in Tanzania

Joseph Cassian Pessa

doi:10.11648/j.ajist.20190301.12

Abstract

This paper examines promotion and marketing strategies used by academic libraries in Tanzania to make users aware of the availability of e-resources. To collect data, this study used survey. Data were analyzed using an Independent T-Test and One-Way MANOVA using SPSS Version 16. Documentary review of secondary data related to the study was done. Major findings of the study revealed that e-journals are being used in Universities and Colleges in Tanzania despite the various challenges. Various marketing strategies such as use of OPAC, the Web 2.0 and others were used for informing users about a range of available e-resources in academic libraries and thus promoting their access and use. Finally, the recommendations for enhancing the marketing of e-resources are given.

Highlights

Many academic libraries and Universities have invested millions of dollars on Information and Communication Technologies [1]
To assesss the promotion and marketing strategies used by academic libraries inTanzania
Academic libraries in Universities in Tanzania are increasingly subscribing to electronic information resources

Summary

Introduction

Many academic libraries and Universities have invested millions of dollars on Information and Communication Technologies [1]. Libraries use a substantial amount of their annual budgets on subscriptions to electronic resources which provide many advantages over conventional print journals [23]. Similar findings were evident in Africa in countries such as: Angola, Ghana, Kenya, Nigeria, and South Africa where spending on e-resources increased annually [4]. Under very specific circumstances in certain countries in Africa access to journals and databases is free or at profoundly low-price through programmes like Access Global Online Research in Agriculture (AGORA), Access to Research Initiatives HINARI, The Essential Electronic

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