Popularisation of Bibliographic Products as an Important Component of Advertising and Information Activities of Libraries

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The purpose of the research is to analyse effective methods and tools for promoting bibliographic products by leveraging the Internet capabilities within the context of libraries, particularly by examining existing practices and innovative strategies in the online space to enhance the accessibility of bibliographic resources. Research methodology. To study this problem, general scientific methods (analysis, synthesis, deduction, and induction) were used in relation to the use of marketing tools, social communications, Internet opportunities for the exchange and distribution of the resources bibliographic products in the modern library space of Ukraine. As a result of applying these methods, we have gained a deep understanding and analysis of the problems and opportunities in using marketing tools, social communications, and Internet capabilities for the exchange and dissemination of bibliographic production in modern libraries in Ukraine. The scientific novelty of the study arises from the fact that the subject of bibliographic production popularisation in Ukrainian libraries remains insufficiently developed, particularly in terms of promoting publications by means of the Internet, necessitating a comprehensive approach to studying all possibilities and identifying pathways for the development of library activity. Such a comprehensive approach will allow us to identify optimal pathways and development strategies for libraries in the digital age, which, in turn, will contribute to improving access to cultural heritage and information for the public, increasing information literacy, and supporting libraries as crucial agents of education and cultural development in society. Conclusions. The research examines the effectiveness of libraries’ promotional and informational activities in popularising bibliographic production through extensive Internet resources. Special attention is paid to primary tools for promoting bibliographic production in social media and incorporating crowdfunding instruments. Keywords: bibliographic products, advertising and information activities, library marketing, popularisation, Internet marketing, blog, book trailer, social media, SMM (Social Media Marketing), digital marketing, reputation marketing, event marketing, guerrilla marketing, crowdfunding.