Library Marketing Research Articles

Role of social media and library marketing in Indian universities

Purpose Social media marketing (SMM) denotes attaining website traffic or attention through social media platforms. The paper aims to focus on examining the viewpoint of library professionals from different universities along with the user respondents from different disciplines and universities on the role of social media tools to market university libraries. Design/methodology/approach It is a survey-based study that used the questionnaire as its chief data collection instrument designed to be administered to library professionals (n = 100) and users (n = 1,189) from eight universities. The study also adopted the general observation and interview methods to supplement the data. The data was analyzed using SPSS software, and Chi-square test and ANOVA were applied to ascertain the significant variations in viewpoints of the library professionals and the users. Findings The research study showed that library professionals (from different universities) and users (from different disciplines and universities) felt that social media could be an appropriate marketing tool for libraries in the future. Observations during data collection highlighted a lack of confidence and unwillingness among library professionals to implement any changes in the present time. Practical implications The present study provides some significant insights for improving the current situation of the libraries under study in terms of increasing awareness among the students and adopt social media tools for marketing of library facilities and services in future. It is important to note that a few issues that came into light during data collection were a marked lack of willingness and prevalence of less confidence among the library professionals to execute or implement the social media tools to market library resources and services among the users. Originality/value SMM programs focus on creating content that attracts attention and encourages readers to use it. This study attempts to fill the gap in of marketing in libraries through social media. The paper offers insights into the use of marketing tools for promoting library resources and services as per the needs of library users. The research work differs from other studies undertaken on library marketing related to social media as it has included both library professionals and users together to obtain a better picture in this regard.

Creating the E-Buzz around Collaborative and Collective DEI Efforts

Like many academic libraries, the Leatherby Libraries at Chapman University (USA) is committed to supporting and promoting diversity, equity, and inclusion (DEI) for students, faculty, researchers, and staff and has increased its efforts in the last several years to reflect that commitment through its resources, services, and outreach activities. However, in the wider literature, the efforts of scholarly communication librarians in DEI initiatives outside of open-access advocacy are less discussed. Nevertheless, precisely because scholarly communication librarians are concerned with advancing the dissemination of knowledge, they fit naturally into DEI efforts that seek to elevate new or historically marginalized voices and can and should work with library marketing teams to increase the reach and impact of those efforts. This paper focuses on several collaborations between the DEI and marketing librarian and the scholarly communication librarian and invites all library workers to imagine new and unique collaborative opportunities to promote diversity, equity, and inclusion within their institutions.

Prospects for Applying Artificial Intelligence Technologies by Public Libraries of Ukraine

The aim of the article is to study prospects for the artificial intelligence technologies usage by public libraries of Ukraine in conditions of digital transformation of society. Research methods. General scientific research methods are used, in particular, analysis and generalisation of possibilities of language prognostication models based on neural networks in the activity of Ukrainian public libraries. The scientific novelty of the obtained results consists in actualising the problem of using ChatGPT 3.5, Gemini, Microsoft Bing and Grok technologies in the library sphere, and outlining the key possibilities of using these language models of artificial intelligence among public libraries. The usage of new generation chatbots for interacting with users of public libraries, searching the information and generating content are actively gaining popularity, moving from theory to practical level. Linguistic models of neural networks are used to create marketing campaigns, analysis and familiarisation with the content of works and archival materials, interaction with library users, and finding answers to professional questions. Main conclusions. The potential of language prognostication models based on neural networks in the practical activity of public libraries is analysed. By means of the analysis of ChatGPT 3.5, Gemini, Bing Chat and Grok technologies, and their usage in the library sphere, the main potential possibilities of interaction of information institution employees with these technologies are determined. In particular, the integration of ChatGPT functions through API into the system of public libraries will allow to optimise searching the information in the database and and feedback opportunities with library users. Using the ChatGPT 3.5 neural network service will speed up the development of a marketing content plan, instructions, as well as automate book recommendations based on the analysis of the readers’ preferences and books read. It is found out that the methods of implementing innovative models can allow not only to qualitatively improve the service of public libraries users, but also to automate their work in order to optimise the performance of everyday tasks, preserve cultural heritage and access to digital resources. In the future, the level of deepening the involvement of these technologies will inevitably grow. The sooner library institutions start using neural networks in everyday practice, the sooner they will be able to facilitate the work of library sphere workers, provide improved users’ service, and increase the effectiveness of library marketing support. It is emphasised that experiments on the use of artificial intelligence language models still need an empirical research method. Particularly, they require attention not only from the point of view of usage for personal purposes, but also in the professional activity of the library sphere.

MARKETING ACADEMIC LIBRARIES INFORMATION AND SERVICES: AN OVERVIEW OF SDD-UBIDS LIBRARY SYSTEM

The study examined the marketing of academic libraries’ information and services at the University of Business and Integrated Development Studies and the challenges as well as opportunities associated with this venture. The study was conducted using four participants who are librarians with different years of experience at the UBIDS library. The qualitative research design was adopted and an interview guide was used to gather data from the four participants. The participants revealed through the interview that the key challenge facing the academic library is raising awareness about the academic library among users in their attempt to promote the services and resources of the library which consequently reduces patronage. The study therefore recommended that librarians be trained in building cordial relationships with users. Also, the library should have a conducive environment for easy use. The comfort of library patrons should be ensured by providing enough lighting, high-quality furniture and restrooms to survive the competition from its rivals. Keywords: Marketing, Academic Libraries, Information and Services, Overview, Library System.

Pedagogical Direction of Library Science: State and Prospects of Development

The training of scientific and professional staff in library science began in the 1930s in the structure of pedagogical science. The peculiarity of this process was the comprehensive coverage of library science and the inclusion in the composition of librarianship of a number of topics that were not pedagogical in their orientation. At the initial stage, comprehensiveness contributed to the formation and development of library science due to the organizational and methodological support of pedagogical science, but later it came into conflict with its subject field. In the 1950s, it was allowed to prepare library science dissertations in historical science, but in practice, librarians were unprepared for this expansion. In the 1970s, the training of scientific and pedagogical personnel in library science “moved” to the structure of technical sciences, to the group of specialities “Documentary Information” with permission to defend themselves in technical sciences. But in practice, the academic community in the field of technical sciences was not ready to accept library science, and the defense of this specialty continued in the pedagogical sciences.With the adoption of a new Nomenclature of Scientific Specialties, which are awarded academic degrees, the situation has changed. Library science was referred to the social sciences and humanities, to the group of scientific specialties “Art History and Cultural Studies”. A new edition of the passport for the scientific specialty “5.10.4 Library Science, Bibliography, Book Science” was adopted, in which 24 out of 40 research areas of library science are concerned, and only four of them can be directly attributed to pedagogical sciences. On the example of specific dissertations their pedagogical potential is revealed. As for the remaining 20 areas, with the exception of dissertations on the history of librarianship, organically included in the subject field of historical science, the question of their scientific and branch affiliation remains open. It is suggested that the practice of defending library science dissertations, not related to the subject field of pedagogy, in pedagogical sciences will be discontinued.It is stated that there are still contradictions in the passport for the scientific specialty 5.10.4 between the scientific directions of library science and the subject fields of the disciplines for which the preparation and defense of dissertations is established. The possibility of recognition by the expert community of the Higher Attestation Commission for Cultural Studies of the conformity of dissertation research on management and marketing of library and bibliographic activity and similar to them to the subject space of cultural studies is questioned. Attention is drawn to the actualization of the pedagogical content of library science through the inclusion of relevant topics in the list of relevant topics of dissertation research in the field of educational sciences.It is proposed, firstly, to develop research on library science, which is not included in the subject field of the disciplines specified in the passport, in other scientific disciplines. Secondly, the training of scientific personnel in library science should be conducted within the subject field of pedagogical science, focusing, if possible, on the directions we have identified. Thirdly, to intensify the development of the modern educational concept of librarianship, strengthening and strengthening the interaction between library science and pedagogical science by organizing joint scientific events, as well as the involvement of library scientists in the work to improve the Nomenclature of Scientific Specialties. Fourthly, it is necessary to improve the passport of scientific specialty 5.10.4 with regard to library science, taking into account the content of the subject fields of scientific branches, in which the preparation and defense of dissertations is established; with regard to pedagogical science — to expand the number of areas by including educational activities of libraries.

Library Marketing in Rural Educational Institutions of Bangladesh

Library Marketing in Rural Educational Institutions of Bangladesh

Towards adoption of competitive intelligence in marketing of library services in public university libraries in Southwestern Nigeria

The use of competitive intelligence (CI) to market library services is a call for re-organisation of public university libraries. CI is an organisation mechanism that facilitates the transforming of competitive information into practical actions. The advent of technology in the educational services is gradually reducing users’ patronage to the library. This call for librarians to map out strategies of retaining the value of libraries and keep their patrons, In line with this, this study examined adoption of competitive intelligence in marketing of library services in public university libraries in Southwestern Nigeria. Related literatures were reviewed to have in-depth knowledge about the new trends that can enhance library marketing and promote library services. As a result, public library need to embrace innovative marketing approaches and leverage digital technologies, by so doing public university libraries can effectively promote their services and resources, thereby maximizing their impact on the academic community. Successful marketing is crucial to promoting university library services and optimizing their influence on research, teaching, and learning. Leveraging diverse communication channels, and understanding the requirements of library users should be paramount to librarians. It is very important that marketing strategies be continuously evaluated and adjusted to guarantee that library services continue to be pertinent and flexible in response to the changing requirements of the academic community.

Amplify Your Impact: Sharing Stories of the Library Marketing Mix

Amplify Your Impact: Sharing Stories of the Library Marketing Mix

Սոցիալական մեդիան և գրադարանները

The challenges of the 21st century dictate that libraries keep up with the times. It is impossible to imagine a modern library without the professional and active work in social media platforms. It is through this work and using library marketing tools that it becomes possible to publicize the library, attract new patrons, and establish contacts with the users all over the world.

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

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.

Marketing of Library and Information Products and Services – A Reoriented Digital Marketing Approach

The purpose of this paper is to provide a new reoriented approach to the Marketing of Library and Information Products and Services for the survival of the libraries in the future. The paper tried to explore digital tools and techniques as a part of the reoriented approach. Libraries and information centers struggle mightily in the digital age to advertise their products and services to a wide variety of users. The digitally sophisticated audience cannot be reached or engaged with using traditional marketing techniques. This paper presents literature review of the available literature with a view on reorientation of Marketing of Library and Information Products and Services. Various digital marketing techniques are examined in the article along with their possible advantages and drawbacks. These include content marketing, social media marketing, search engine optimisation, email marketing, and analytics. This paper explores the way by which new products and services can be offered. The surveyed literature finds repetition of the work already done as well as the products and services on offer. There is hardly any new development or offerings. This paper presents original view of the author based on his experience and the surveyed literature. The paper is of extreme importance to the library professionals.

The Eras Tour of library marketing

… Ready for it? This article looks back on the past 10 years of articles published in Public Services Quarterly’s Marketing Column. The authors examine how the field has changed over time, as evidenced by the articles published, and attempt to forecast what is to come. Former editor Katy Kelly will reflect on her role as column editor, and incoming editor John Jackson will share what he hopes to see in the future of the column.

The development of a public library data collection and analysis platform and its uses: a case study of the National Library Big Data Platform in Korea

Public libraries reflect the contemporary way of life. In the era of the digital data age, actions carried out through libraries can be traced and analyzed to monitor the demand for library services. This study presents the development and utilization of Korea's National Library Big Data Platform (NLBDP), which was constructed to collect operational data from public libraries in the country and to build national open data platform for the participating libraries and for public use. This study analyzed 17 application cases that utilized NLBDP in order to understand the way the platform has been used. The findings showed that the types of data analyzed so far have been somewhat limited. It suggests needs for further enhancing the data quality and for diversifying data sources, such as individual local library operational data, surveys, demographics, news, and social media. The results also revealed that NLBDP has been utilized for seven distinct purposes: library operations and strategic planning; social trend analysis; collection management; redesigning library space; recruiting new patrons; library marketing; and non-library applications. Building an infrastructure for networked data analysis not only enables evidence-based decision-making in public libraries, but also extracts timely topics that can be developed as useful services for their community. The findings of this study highlighted the necessity to formulate national library data policies and gather data capable of measuring the social impact of libraries.

Influence of Library Marketing Strategies on the Utilization of Library Virtual Reference Service

Virtual reference services in the library needs to be more utilized during the pandemic era as library users had to go online. This research study determined the influence of library marketing strategies to the library users’ utilization of virtual reference service. The concurrent nested mixed method of research was used. Participants of the study were the 206 students at a state university in the province of Bukidnon during the school year, 2021-2022. Descriptive statistics and regression analysis were used to organize the data of the study. Findings reveal that the participants assessed as high all the library marketing strategies high, and it was also found out the utilization of library virtual reference services was rated to a high extent. Moreover, the combination of library marketing strategies significantly influenced the variability in the utilization of library virtual reference service. The study concludes that through social media, the library can encourage library users to avail of its varied information sources. Marketing strategies significantly influence the library users’ utilization. This confirms the theory of confirmation expectancy which suggests that perceptions are influenced by pre-use expectations (marketing strategies) and consequently directly impact confirmation (utilization of the library virtual services). Based from the findings, the university library may consider other forms of social media such as Google hangouts, Twitter, and YouTube to enhance its virtual services and to attract more patrons to use its services. 

MARKETING OF LIBRARY AND INFORMATION SERVICES IN NIGERIAN UNIVERSITY LIBRARIES: AN ENTREPRENEURIAL PERSPECTIVE

This paper discussed the marketing of library and information services vis-à-vis entrepreneurial activities in the library with particular reference to the academic libraries. The information age, which revolutionized all human activities including the library and information services and also the ICT incursion made marketing of library and information services and the inclusion of entrepreneurial activities necessary if librarianship must thrive among its competitors in the business of human management and provision. Marketing concepts, with particular reference to the 7Ps in “marketing mix” are highlighted. The paper worked on secondary data using the Narrative Textual Case Study (NTCS) and some discussions with professional colleagues in the field of librarianship to draw some valid conclusions.

Service Marketing Concepts Suitable for Public Libraries in Sri Lanka: A Review of Literature

This study examines the review of literature on concepts of service marketing in public libraries in SSrri Lanka. This paper reviewsthorough literature search on selected 43 arttiicles from various e-databases such as Emerald Full Text, Science Direct aass well as Google Scholar between 2010 to 2021 years.This review focuses o onn to identify the concepts used by public libraries in worldwide available in rreesearch articles for ascertain the service marketing strategies and that are mmoore adoptable for services marketing in public libraries in Sri Lanka. Thee analysis of the study indicates that marketing has its significance in liibbrary and information services for the effective and efficient informationn management, improvement of library image and satisfying the customer’s nneeds better. Librarians must focus more on marketing and promotion of theirr library products and services due to the information explosion, technology rrevolution, and escalating library costs. Web 2.0 and social media are havvi ing an impact on library services and libraries are using these tools as a mmeans of marketing services. The study suggests that, all the concerned auutth horities of the library and information services engage effectively with sooc ciety should come forward to support information practitioners to developp a positive image of the public library marketing in digital era.

The Use of Artificial Intelligence in Digital Marketing of the Library Industry in Ukraine: Foreign Experience and Prospects

The purpose of the article is to analyze the foreign experience of using artificial intelligence in the digital marketing of libraries, to outline the main directions, prospects and problems of applying these technologies in Ukraine, and to formulate recommendations for the successful implementation of AI in the digital marketing of Ukrainian libraries. Research methods. In order to achieve our goal, we utilized several scientific methods such as analysis, substantiation, systematization, comparison, and generalization. To gather empirical data, we conducted a content analysis of relevant literature and case studies of foreign libraries that have integrated AI in their digital marketing strategies. The data collected underwent statistical analysis, and we utilized the results to formulate recommendations for Ukrainian libraries to successfully implement artificial intelligence in their digital marketing strategies. Scientific novelty. The article presents a new perspective on implementing digital marketing methods in libraries through the use of artificial intelligence. By analyzing foreign experiences, the article suggests effective strategies and tools for promoting library services in the digital environment. Furthermore, the article emphasizes the potential of artificial intelligence technologies to address challenges faced by the library industry in Ukraine and offers practical recommendations for their implementation. Conclusions. Five main areas of artificial intelligence application in the digital marketing of foreign libraries have been identified: chatbots, recommendation systems, smart libraries, digital archives, and user behaviour analysis. Prospects for the implementation of AI include personalization of user experience through content recommendations based on user’s preferences and search history; improvement of search functionality by providing more accurate and relevant results; increasing user engagement through real-time interaction with chatbots; analysis of user behaviour to develop targeted marketing campaigns; simplification of analysis of large amounts of data and identification of patterns and trends; automation of routine tasks, etc. Challenges in using AI technologies: lack of necessary resources, technical and technological recommendations, knowledge and skills, etc. Libraries can organize cooperation with AI specialists or other libraries that have already implemented AI fragments; identify areas that require improvement and investment; identify staff with the necessary skills and knowledge to manage and support smart technologies; consider ICT gadgets as a means of efficiently providing information services; and work to improve the efficiency of information and communication technologies; constantly improve their skills and evaluate and adapt services and technologies; have a clearly defined marketing strategy and AI implementation plan that meet the library’s goals and objectives.

Gamification Mechanics Usage for UGC Promotion in Online Library Marketing

The aim of the article is to highlight effective gamification mechanics in the Internet marketing of the information and library industry for stimulating the creation of modern custom content forms, or User Generated Content (UGC), which can improve the position and organic coverage of the official library account in Web 2.0.
 Research methods were based on general scientific principles of theory and practice unity, systematicity, complexity, cognition comprehensiveness. The achievement of this set goal was facilitated by the use of general scientific (description, analysis, synthesis, comparison, generalization), and special (bibliographic, selective observation, grouping, content analysis) methods at the empirical and theoretical research levels.
 Scientific novelty of the study consists in the following: identified gamification mechanics for UGC stimulation that contribute to the Internet marketer’s activity effectiveness in the information and library sphere; suggestions for the use of gamification types approved in other industries, and characteristic features of the game in attracting users to interaction with library institutions in Web 2.0.
 Main conclusions. Among the priority tasks of library Internet marketers is to support the interaction with the existing custom base, and attract new users to information and library institutions. The usage of the latest content formats, as well as the involvement of Web 2.0 customers in its creation and distribution, contribute to these tasks. Regardless of whether the audience is involved in the UGC creation through the gamification activation, other mechanics or its own initiative, the custom content increases the trust in libraries of those people who are tired of direct advertising and do not respond to it. Gamification mechanics are just one of the possible ways to attract an audience to UGC, but the experience of international and Ukrainian companies proves their effectiveness, and the necessity of their usage by Internet marketers of any field, including the information and library industry.

Academic library marketing in the post-COVID world

The COVID pandemic forced academic libraries to quickly and dramatically adjust their operations. This article explores how marketing in academic libraries was represented in the research and practitioner literature during the pandemic through an examination of articles published between March 2020 and March 2023 as compared to LIS marketing articles published in the three previous years (between March 2017 and February 2020). Marketing was selected as the lens through which to examine library and information science (LIS) articles because marketing strategies and techniques offer powerful insights into how libraries perceive themselves and the communities they serve. The 2017–2020A set included 165 articles, while the 2020B–2023 set contained 93 articles. These articles were inductively coded to identify marketing-related concepts and themes. The most common marketing themes from the per-pandemic article set were marketing strategies and planning, marketing methods, social media, outreach, and engagement. The most common marketing themes from the pandemic article set were social media, marketing strategies and planning, library instruction and orientations, marketing methods, and perceptions of libraries. The categories that experienced the largest levels of change between the two periods were engagement (a reduction of 12.67 % during the pandemic), marketing methods (a reduction of 11.75 % during the pandemic), marketing strategies and planning (a reduction of 10.75 % during the pandemic), outreach (a reduction of 9.11 % during the pandemic), and library instruction and orientations (an increase of 8.44 % during the pandemic). Recommendations for library marketing practice are provided based on this literature analysis including the use of multiple physical and digital communication channels when developing marketing strategies; the importance of continuing to market core operational services, especially during challenging times; the need for libraries to regularly review their engagement methods as the needs and behaviours of users shift; and that there are many ways in which the voice of the user and the effectiveness of library marketing activities may be captured.

Library services marketing: An overview of strategies and outcomes

In an increasingly digital age, libraries have been compelled to adapt and innovate in order to remain relevant and effectively serve their communities. Library marketing has emerged as a critical discipline to promote library services, engage users, and communicate the library's value in a rapidly changing landscape. This article provides an overview of library marketing strategies, explores various methodologies employed in this field, examines the results achieved through these efforts, and concludes with key takeaways for effective library marketing. To gather insights on library marketing, a comprehensive review of the literature was conducted. Key references, including "Digital Marketing Practices in Academic Libraries" by Chauhan and Gupta, "Marketing and Advocacy for Academic Libraries" by Fabry and Hernon, and "Libraries as Information Ecosystems" by Johnson, were analyzed. The methodologies employed in these studies encompassed systematic literature reviews, case studies, and surveys, providing a well-rounded perspective on library marketing practices. The examination of library marketing strategies revealed a diverse range of approaches utilized by libraries worldwide. These include leveraging digital platforms and social media, developing targeted outreach campaigns, fostering community partnerships, implementing user-centric services, and employing data analytics for informed decision-making. These efforts have yielded significant outcomes, such as increased user engagement, expanded patron base, heightened visibility, and improved perceptions of libraries as vibrant community spaces. Library marketing has become an indispensable discipline for libraries to thrive in the digital age. The reviewed literature highlights the importance of adopting a strategic and user-focused approach to marketing, tailoring services to meet the evolving needs of patrons, and effectively communicating the library's value proposition. By embracing innovative marketing strategies, libraries can enhance their impact, attract new users, and foster meaningful connections with their communities. This article concludes with a call to further explore and refine library marketing practices to ensure libraries remain vital and valued institutions in the digital era.