Library Marketing Research Articles

Youth marketing development of special libraries in the digital era: viewpoint from the Taste Library with 7Ps marketing mix

PurposeIn the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation and a heightened emphasis on library marketing. Special libraries, in particular, rely heavily on patrons for survival, often due to their private ownership and limited resources. This paper aims to discuss the aforementioned objectives.Design/methodology/approachThis paper examines the Taste Library, a special library in Hong Kong, and analyzes its current practices based on an interview with its founder, website content, and social media presence. The 7Ps Marketing Mix model is employed to assess the strengths and weaknesses of the library's current market position.FindingsThe Taste Library's existing practices exhibit limitations in attracting young patrons. To address this issue, we propose marketing strategies focused on enhancing social network presence, offering digitized content, and engaging in school outreach.Practical implicationsBy concentrating on youth marketing, this study offers valuable insights for special libraries in developing strategic plans for transitioning and maintaining sustainability.Originality/valueFew studies concentrate on marketing small special libraries, particularly in the East, within today's digitized economy.

PEMETAAN STRATEGI PEMASARAN PERPUSTAKAAN DI GOOGLE SCHOLAR MELALUI PUBLISH OF PERISH

A large body of research on library marketing, published in open access journals and included in open access databases such as Google Scholar, needs to be evaluated. Bibliographic analysis becomes a parameter for evaluating research results to determine the relationship between science and technology, map a particular scientific field, and monitor the development of new knowledge in a particular scientific field. The purpose of this study is to map the evolution of library marketing research indexed in Google Scholar, analyze topics related to library marketing, and identify researchers who have worked on those topics. In this research, a qualitative method based on the theme analysis approach is adopted as a data analysis method. This study uses the Publish or Perish (PoP) application to collect research data obtained from studies indexed by the keyword "library marketing" in Google Scholar. This sample was determined by screening publications in the form of journal articles published between 2018 and 2023. Study data were analyzed using the VOSviewer application. The relationship between library marketing and strategy is illustrated by the keyword mapping results in the article titled "Library Marketing Mix Strategy for the Digital Age." It was also noted that a library marketing study was conducted by 20 researchers from 2019 to 2023.

Dampak Media Sosial Terhadap Pemasaran Informasi Di Perpustakaan Universitas Lancang Kuning

In this 4.0 era, the majority of people are already using social media. Not only individuals, social media is also made for organizations and institutions. Each institution has a library with its own advantages. In this day and age, most university libraries are already using a digital system, although the manual system is still there. UNILAK libraries use social media as a library marketing tool. This strategy is used for various purposes, namely to promote the printed collection as well as the collection of e-books and e-journals. The use of social media is very effective to inform users about new collections. Not only informing about collections, social media can also be used to inform services and activities in the library. Another benefit of using social media in this library is that information sharing becomes more effective and reaches a wider range of users. Social media for libraries can also encourage librarians to innovate and increase creativity in creating new forms of service that have not existed before in libraries. To provide information about the services available in the library, a librarian can not only inform in written form, but can also do so by informing it through moving images equipped with sound (audio visual).

Perception of and Attitude to Marketing of Library and Information Products and Services by Librarians in Public University Libraries in Bayelsa and Rivers States of Nigeria

The study investigated perception of and attitude to marketing of library and information products and services by librarians in public university libraries in Bayelsa and Rivers States of Nigeria. The study adopted descriptive survey research design. The population of the study comprised eighty-one (81) librarians. However, sixty-nine librarians participated in the study. Survey Monkey was used for data collection. Eighty-one soft copies of the questionnaire were distributed to the librarians via their email addresses. Sixty-nine questionnaires were properly completed by the librarians and returned, resulting in a response rate of 85.19%. The data collected were transferred into Google sheets and analyzed by means of weighted mean and standard deviation. The findings revealed that the extent to which the librarians marketed library and information products and services was low; the librarians had widely-varied positive perceptions about marketing of library and information products and services, while the librarians’ displayed virtually same negative attitude towards marketing of library and information products and services. The study concluded that a large number of librarians in public university libraries in Bayelsa and Rivers States of Nigeria attach importance to marketing of library and information products and services, yet many librarians have unfavorable approach to it. The study recommended that the librarians should utilize social media and promotional strategies to market library and information products and services in university libraries. It also suggested that the librarians should cultivate a favourable attitude towards the process.

Short-Form Videos for Public Library Marketing: Performance Analytics of Douyin in China

Short-form video platforms have become an important marketing channel for library resources and services. However, such promotions’ actual performance is not as good as expected. This research examined the performance of library marketing on the dominant short-form video platform in China, Douyin (aka TikTok worldwide), with social media analytics, including topic and correlation analysis. Results indicated that the number of fans of an account is positively correlated with the number of likes (p < 0.001) and independent of the number of videos (p > 0.05). Libraries post videos most often on the topic of “Reading Promotion”(31%), but the marketing performance on this topic is average (Mean DMI = 90.27). The most popular topics for patrons are “Hot Topics” and “Knowledge Quiz” (Mean DMI = 207.00). Using short-form videos for library marketing is a new practice, and scant studies have evaluated such performance, especially in Asia. Our results strengthen library practitioners’ awareness and reflections on conducting new media services and short-form video promotion, especially for the newer generation.

Outreach to distance learning faculty: A scoping review

This scoping review examines the techniques used by academic librarians for outreach to distance learning faculty From 533 initial records, librarians included 16 articles and identified five recurring themes: in-person visits, synchronous workshops, electronic communication, branding and personalization, and campus partnerships. Despite the prevalence of literature about outreach and marketing in academic libraries, there has been little research on connecting with distance education faculty. This review highlights the need for continued exploration of this topic, including how the COVID-19 pandemic has continued to blur what it means to be a distance learning faculty.

Use of Social Media in Marketing of Library and Information Services in Academic libraries in West Bengal

The main aim of this research paper is to find out use, advantages and problems faced by the library and information professionals in West Bengal in marketing through social media. For this study thirteen (13) college libraries in West Bengal were selected as a research sample. The findings of this research proved that most of the college libraries use WhatsApp, Facebook, Instagram, Twitter, and LinkedIn for publicity of library services. Most of the libraries use social media for marketing library resources and services, for circulating library news and events for research purpose. A face-to-face interview method are used for data collection in this study. Library professionals gives their important views and suggestions about ways of promoting library services through social media.

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

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.

Нейминг публичных библиотек США

The article considered the development of branding and naming in the marketing of library and information activities in Russia and in the USA. It is noted that in the professional literature of the USA, the problem of the library naming is not covered in detail but general branding issues. The names of the leading branches of American public library systems are analyzed in accordance with the author’s classification of naming (personalized, conceptual and toponymic). It is noted that most public libraries in the USA have a toponymic version of the name. A comparative analysis of the names of the New York Public Library branches was carried out for a comprehensive understanding of the features of American library naming. The prevalence of toponymic naming, when the name contains a direct reference to the location of the cultural institution, is proved by the example of New York libraries. In the process of comparative analysis, single indication of conceptual naming was identified (the name is associated with the reflection of the priority direction of the cultural institution activity, or has a special associative way at its basis). The author showed that a distinctive feature of personalized naming in the USA is the prevalence of libraries with the names of their founders or major patrons. It is concluded that attention to naming will increase as part of the overall marketing strategy of US cultural institutions.

Use of Social Media Platforms in Marketing of Library & Information Science Product and Services in University Libraries in Delhi: A Comparative Study

Use of Social Media Platforms in Marketing of Library & Information Science Product and Services in University Libraries in Delhi: A Comparative Study

The influence of library marketing on patronage among faculty members in federal polytechnics in South-West, Nigeria

This study investigated the influence of library marketing on patronage among faculty members in federal polytechnics in South-West, Nigeria. The study was anchored on two relevant theories which are; Expectation Confirmation Theory and Social Marketing Theory. Descriptive survey design was employed. The population comprised all the academic staff on full-time appointment in federal polytechnics in South-West, Nigeria totaling 2,393. Two-stage sampling technique was employed to select 957 which formed the sample size of the study. The instrument used for data collection was an adapted questionnaire validated using Cronbach alpha in which an overall reliability coefficient of 0.975 was obtained. A total of 871 valid copies of questionnaire which were retrieved from 957 copies administered to the respondents representing 91% response rate, were used for data analysis. Data on research questions were analysed using descriptive statistics while hypothesis was tested at 0.05 level of significance using linear regression analysis. Findings revealed low level of library patronage among the faculty members ( ̅ ); minimal adoption of marketing strategies by the polytechnic libraries ( ̅ ), and a significant positive influence of marketing on library patronage (R2 = 0.349; calculated value = 0.000 >α-level =0.05). The study concluded that library marketing is a significant predictor of patronage among faculty members in federal polytechnics in South-West, Nigeria. Consequently, it is recommended that polytechnic library managers and staff should continue to design and implement effective marketing strategies that could efficiently communicate the resources, services and facilities to the faculty members using relevant media and channel.

Marketing e Comunicação em Bibliotecas Universitárias da teoria aos estudos aplicados (2015-2021) no contexto informacional digital

This article aims to identify scientific production related to Marketing and Communication in university libraries and to analyse the focus of applied studies. The qualitative methodology adopted comprises an exploratory approach through the literature review. From the results obtained we highlight: the gradual dissemination and promotion of the university library services through tools provided by Web 2.0; the growing use of social networks as means of communication; the contradiction between Marketing principles, which emphasise the importance of the customer at the centre of decisions on promotional strategies, and library practice, which places service managers and information professionals at the centre. All in all, the focus of applied studies is on the perspective of information professionals or institutions. A change in the Marketing and Communication strategies adopted by university libraries is considered urgent and it is essential to identify the real needs and information profile of the client, as well as to periodically evaluate the results of the Marketing and Communication strategies implemented.

TikTok Social Network as a Means of Internet Marketing of Libraries in Ukraine

The aim of the article is to substantiate the actualization of the use of the TikTok social network by libraries of Ukraine as an effective means of Internet marketing and to identify its specifics on the platform. The research methodology. The achievement of this goal was facilitated by the use of a set of scientific methods: analysis, synthesis, induction, complexity and comprehensiveness of cognition, information diagnostics, generalization, abstraction and systematization. In particular, using the method of statistical analysis, it became possible to clarify the state of the presence of libraries of Ukraine in TikTok. The scientific novelty of the study is to determine the state of the presence of libraries in Ukraine in the TikTok social network, to argue the necessity and effectiveness of using this platform by library institutions as a means of Internet marketing, as well as to identify methods of its successful implementation. It is proposed to use the term “slidkuvach”, which is the official term of the TikTok social network in its localization for Ukraine, and means “the user who subscribed to the page”. Conclusions. Today, the use of the TikTok social network by public libraries of Ukraine as a means of Internet marketing is actualized through promising opportunities on this platform, namely: reaching the target audience (91% of the TikTok audience); establishing effective communication with users through the TikTok trending content format; creating an image of a digitalized and popular institution among young people; a wide range of tools for self-creation of quality content; promotion without investment of the advertising budget thanks to the algorithms and virality of the platform; equal chances of getting into the “Recommended” for both millionaires’ pages and new accounts. Specific methods of successful implementation of library video content in the TikTok social network as the basis for effective Internet marketing on this platform turned out to be: preliminary definition of content for their page that users would copy; adaptation to the library theme of TikTok trends; compliance with the rule of audience to interest from the first three seconds of the video; using the results of the latest research on current TikTok trends in content creation; regular content creation (3–5 videos per week) and analysis of the most successful publication formats.

Use of Innovative Tools for Library Marketing in the University Libraries of Lahore, Pakistan

Use of Innovative Tools for Library Marketing in the University Libraries of Lahore, Pakistan

The Joys and Fantasies of Library Marketing

Value is at the heart of human existence—the value of one’s job, of people, and of time spent. How this all translates into a successful model in libraries is a constant challenge; one which negotiates the existential questions of our institutions with how we portray ourselves and seek to connect with the public. This is where “library marketing” comes into play. While an old concept that dates back at least a century, marketing has come to serve a prominent role in modern libraries. Since the late 1990s, marketing publications have proliferated and theological libraries have sought to be part of that trend. The primary challenges, though, have come in the form of finding solid marketing objectives, overmarketing circumstances that may not interest patrons in meaningful ways, or identifying suitable financial support from parent institutions. This paper will explore the dynamics, struggles, and hopes of marketing specific to theological libraries.

Library Environmental Conditions and Undergraduates’ Patronage of Public University Libraries in Delta State, Nigeria

The university library is basically setup to make available information resources and service to their users, patronage of the library, therefore, is the major reason for the existence of the library. The study examined the association between undergraduate library use at Delta State and the characteristics of the different types of library environments. To examine the questionnaire survey was developed to collect data from 272 library users. According to the report, public university library facilities have inadequate environmental conditions. Undergraduates expressed a high level of satisfaction with the design and surroundings of their university libraries. Most respondents seldom patronise the university library’s materials and services. The study equally made bare that substantial correlation exists between the kind of library environmental circumstances and undergraduates’ patronage of public university libraries, patronage of library resources/services was minimal. The study concluded that the prevailing library environment conditions influenced undergraduate patronage of public university libraries in Delta States. As a result, it was advised that the library management should implement necessary strategies to establish and maintain a calm and welcoming library environment. It was equally advised to utilise all available strategies, including regular orientation and word-of-mouth marketing of library resources/services, as this can significantly encourage an increase in patronage of the university libraries.

Changing Environment of Libraries and its Impact towards Marketing of Library and Information Services

Changing Environment of Libraries and its Impact towards Marketing of Library and Information Services

Effectiveness of Marketing Strategies for Quality Information Services in Selected Government Ministry Libraries in Nairobi, Kenya

The focus of this study was to evaluate the effectiveness of the marketing strategies for information services in government ministry libraries in Nairobi County. Lack of awareness on the value of government ministry libraries has contributed to their underutilization. The aim of the study was to investigate the marketing strategies adopted and how effective they are in the delivery of quality information services. Specific objectives of the study included: - a) establishing which information services are offered in government ministry libraries, b) establishing the marketing strategies used by government ministry libraries, c) assessing the marketing strategies in use in government ministry libraries and how effective they are towards improving access and usage of government ministry libraries. The study has been based on the Ansoff’s growth matrix theory. A descriptive survey research design was used; the target population comprised 5 heads of library services from the 5 selected government ministry libraries and 169 library users drawn by random sampling. Two data collection instruments were used; interview guide for the librarians in charge of the selected libraries and questionnaires administered to library users. Data collection instruments were subjected to pretesting and reviewed accordingly to ensure validity and reliability. The study involved the collection of qualitative as well as quantitative data. Analysis of quantitative data has been done using descriptive statistics and presented in the form of tables, figures, charts and graphs. Qualitative data has been analyzed thematically and presented in a narrative form. Logistical, ethical and legal issues were observed and upheld by ensuring adequate sensitization of the participants and adequate resources including time for the data collection process. The study established that most government ministry libraries in Nairobi County offered a variety of information services. Various marketing strategies are used, with customer friendliness and social media being the predominant strategies. Conducive physical environment, social media and customer friendliness were rated the most effective however the effectiveness’ of the strategies adopted in aiding usage of government information is moderate. Marketing of government ministry libraries in Nairobi County is largely informal and unintentional with little value assigned to it. The study recommends that all stakeholders be sensitized on the value of marketing information services in government ministry libraries. This should be to ensure that it becomes a core mandate of government ministries towards delivering quality services leveraging on quality information services.

Canada Commons

As the successor to the Canadian Electronic Library, Canada Commons aims to continue as a source for Canadian e-books and government and policy documents. Holdings include over 19,000 e-books, and indexation and linking to over 133,000 publications. The Canada Commons interface has a simple, appealing design that does not overwhelm the user. Built using Coherent Digital's Commons Platform, it is nearly identical in design and functionality to the company's Policy Commons database. Given the limited number of products geared for the Canadian library market, Canada Commons provides access to Canadian e-books, government and policy documents that users will not get in Gale OneFile: CPI.Q or ProQuest Canadian Business & Current Affairs (CBCA), both of which are standard databases in most Canadian academic libraries. Canada Commons will appeal to public, academic, and corporate library users.

Naming of Libraries: Terminological Aspects

The article considers terminology used by the professional community for the analysis of names of public libraries. The concepts “onomastics”, “nomination”, “brand”, “branding”, “naming”, “brand-naming” are used in the marketing of library and information activities in Russia and abroad. The author notes that in the specialized literature in the USA, the problem of naming the library-information sphere is not covered in detail, and often gives way to general branding issues. The paper concludes that the special interest in the name of domestic libraries is a cultural phenomenon emanating from the value-historical context of Russia. The author stresses the relevance of this article because the naming becomes one of the most important elements of marketing strategy of organization. The increased research interest in this topic demonstrates the problem of terminological disunity. In this regard, generalization of library names (personalized, conceptual and toponymic) is substantiated, as well as the use of the term “naming” as the universal and most correct designation of activities for the creation and functioning of an effective name of an organization, product or service. Libraries bearing the names of famous writers and other famous representatives of culture and art have personalized names. The conceptual version of the name is associated with the reflection of the priority direction of the activity of the cultural institution, as well as with associative names, the basis of which is a special image. Toponymic names characterize the relationship with the territory where the library is located. Due to the active increase of libraries that have conceptual or toponymic names, the question arises about the correct terminological generalization of cultural institutions that do not have numbered designations. The author concludes that the terminological aspects of naming will be the subject of further discussions in the professional library community, because the well-established term “named library” is currently perceived as a cultural institution with a personalized name. The article is of interest to the Russian professional community, especially to librarians, library scientists and specialists of cultural universities implementing educational programs in the direction of LIS (“Library and Information Science activity”).