Abstract
PurposeThis article aims to dispel the perception that academic libraries do not need to market their services and resources; to acquaint academic librarians to the concept of word‐of‐mouth marketing and its potential for academic libraries; and to share a word‐of‐mouth marketing academic library success story.Design/methodology/approachIncludes an introduction to the concept of word‐of‐mouth marketing and its application to academic libraries. Also includes how one academic library successfully employed this marketing technique.FindingsProvides an introduction to the word‐of‐mouth marketing strategy and its usefulness for academic libraries. Shares a real‐life success story of academic library word‐of‐mouth marketing.Practical implicationsUseful as an introduction for academic librarians to a specific type of marketing strategy that works well in a college/university setting and provides some successful techniques of word‐of‐mouth marketing for academic libraries.Originality/valueHelps fill a void relative to using marketing strategies in an academic library setting and offers suggestions on how to do this successfully.
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