Marketing Of Library Services Research Articles

Marketing Strategy for Information Products and Services in Library: In view of the Ranganathan’s five Laws of Library and Information Science

he paper emphasises the need of information products and services and marketing strategies five laws of LIS have been amended to match the marketing of Library Services.

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.

Librarians’ Self-Efficacy in Digital Literacy Skills: An Investigation of Librarians Working in Libraries of Government-Aided Colleges in West Bengal

ABSTRACT This study aimed to assess digital literacy skills possessed by academic librarians working in government-aided degree colleges in West Bengal, India. An online questionnaire was designed using Google Forms to gather data from 176 academic librarians practicing in government-aided degree colleges in West Bengal. The study revealed that the majority of librarians were assessed to be quite competent in subscribing electronic resources, searching and downloading information from several databases. This study also found that the technological adaptation into library management and services integrates e-mail conversations, uploading documents on online platforms, building digital collections, self-archiving, utilization of social networking sites for marketing library services and digital preservation of the library materials. Library website development skills, indexing electronic resources, ability to apply security firewalls and protecting the intellectual property were indicated as average and poor. This is the first study to assess the digital literacy skills of academic librarians working in government-aided degree colleges in West Bengal. The findings may be useful to develop strategies to acquire competent digital skills of LIS professionals.

The Use of Social Media Networks to Market Information Services at the University of Zululand Library

The Use of Social Media Networks to Market Information Services at the University of Zululand Library

University Librarians’ Perception on the Marketing of Library Services in Sri Lanka: An Attitudinal Survey

In this Google era, Sri Lankan university librarians are in need to consider a way of “selling” their services to attract new users and retain existing ones. Bridging the gap between the users and the available information resources and services would require a positive perception and attitude of librarians. In this regard, the perception and attitude of Sri Lankan university librarians may influence the marketing of library services. The objective of this study was drawn to analyze the perception and attitude of university librarians in Sri Lanka, towards marketing their services in the light of improving the existing information services. The study involved 130 academic staff members in the libraries of the state universities established under the purview of the University Grants Commission in Sri Lanka. Total population sampling was considered, and self-administrated questionnaires were used for data collection. Data analysis was performed using mean values, frequencies, and Pearson Correlation Coefficient. The results depicted that, Sri Lankan university librarians had a favourable/positive perception and attitude towards marketing library services. This study is significant since administrators with positive attitudes and perceptions towards marketing can develop favourable marketing strategies to promote their products and services among their user community.

Use of ICT Tools for Marketing Library Services in Selected University Libraries in Oyo State Nigeria

This study examined and found ICT tools for marketing library services within selected university libraries in Oyo State, Nigeria; University of Ibadan, Ladoke Akintola University of Technology Ogbomoso, and Ajayi Crowther Oyo. One hundred twenty (120) questionnaires were distributed for administration but only one hundred and ten (110) questionnaires were returned; representing 91.7%, and were found useful for this study. The statistical Package for Social Sciences (SPSS) was used to analyze the returned questionnaires. The data was analyzed using frequency tables, simple percentages, and a chi-square test for dependent and independent variables. The study discovered that internet facilities, videoconferencing, email, social media, telephone, OPAC and websites were available for marketing library services, with radio and television having lowest availability. Reservation, renewal, current awareness and online access to library database were library services rendered which accounted for the highest percentage of respondents. The findings also show that marketing library services helps promote the library profession. However, with all the benefits inherent in having market library services, there are still a lot of problems militating against developing good market strategies in the library, such as inadequate funding and poor infrastructure (ICT tools). In order to achieve effective and efficient marketing of library services, adequate attention must be given to the strategies and recommendations given in the study.

Application of place and promotion marketing strategies to library and information services in public universities,in Anambra state, Nigeria

This study determined the application of place and promotion marketing strategies to library and information services in Nigerian public universities in Anambra State, Nigeria. Two research questions and two null hypotheses guided the study. Descriptive survey research design was adopted for the study. Seventy Nine librarians and library officers in public universities in Anambra State were studied without sampling. Structured questionnaire validated by three experts was used for data collection. The reliability of the instrument was done through trial testing and data analysis using Cronbach alpha yielded correlation coefficients of 0.78 and 0.82 for clusters B1 to B2 with an overall coefficient of 0.80. Mean, standard deviation and t-test were used for data analysis using Special Package for Social sciences (SPSS) version 23.0. Findings revealed that librarians and library officers agreed that they applied majority of the items listed on place and promotion marketing strategies to library and information services. However, they disagreed that most of the items on place as a marketing strategy are applied in this regard. Ownership of university did not significantly influence respondents’ mean ratings on application of place and promotion marketing strategies in library and information services. The researcher concluded that librarians and library officers do not adequately apply place and promotion marketing strategies to library and information services. It was recommended among others that; library management in public universities should expose librarians to marketing library services through capacity building programmes to up-date their skills in the application place and promotion marketing strategies to library and information services.

Entrepreneurship Education in Library and Information Science and Marketing of Library Services: Issues in Nigeria

Entrepreneurship Education in Library and Information Science and Marketing of Library Services: Issues in Nigeria

Effectiveness of Information Service Delivery through Marketing of Library Resources and Services

This study examined the effectiveness of information service delivery through marketing of library resources and services. A descriptive survey design was used for the study with a population of 119 library staff. Complete census was adopted as the entire population was used for the study. The instrument for data collection was structured questionnaires. In analyzing the data, descriptive statistics such as percentages, mean and frequency tables were used. The findings of the study showed that the library services that are available for marketing in the university library include lending services, reservation services, interlibrary loan, document delivery services, current awareness services amongst others. The study also revealed that the respondents showed mixed attitude towards marketing of information. Findings also discovered that different methods are used in marketing of library information resources and services which ranges from exhibition and display, organizing trainings, seminars and workshop, media release through radio and television amongst others. The findings equally showed that the problems militating against marketing of library information resources and services include lack of effective communication between librarians and users, inadequate fund, lack of facilities to market library resources and services, network problem andpoor access to information technologyamongst others. It was recommend that more funds be allocated to developing libraries by the parent organization, that library management should expose librarians to marketing library services through trainings, conferences, seminars, workshop and symposiums and that facilities that are needed for effective marketing of library services should be provided to libraries.

Rationale for Adoption of Social Media Marketing of Library Services to Postgraduate Students: A Case of the University of Nairobi's Mahatma Gandhi Graduate Library

Rationale for Adoption of Social Media Marketing of Library Services to Postgraduate Students: A Case of the University of Nairobi's Mahatma Gandhi Graduate Library

Podcasting Library Services Post COVID-19 Pandemic Era: Its Potential and Challenges for Distant Learners

The study investigated the willingness of students to remotely tune into podcast programmes aired by libraries and the associated challenges. The study employed a descriptive survey research design. The sample included 245 Adeleke University undergraduates. The data was analyzed using descriptive statistics. Findings indicated that most patrons rarely use podcasts, with Spotify being the most popular among students. Students indicated that the campus news and information programme, library seminars, and user education would be their top choices for frequent listening. Students may be discouraged from utilizing library podcast programmes due to issues with internet access, a lack of finances to obtain data, and a time constraint. The study concluded that podcasts had potential for distant learners and that students would be ready to tune into podcast programmes aired by libraries, and therefore recommended that libraries in Nigeria begin to employ podcasts in airing library programmes and marketing library services.

Assessment of Strategies Used for Marketing Library Services: Case Study of KMTC and KNLS in Kakamega County, Kenya

Academic libraries support teaching, learning and research functions of their institutions. Such libraries are found in universities and middle-level colleges including Kenya Medical Training Colleges (KMTC). Public libraries like Kenya National Library Services (KNLS) also support such functions in addition to their core functions like Preservation and conservation of national imprint, enhancement of reading and information seeking habits of the public. This study aimed at comparing strategies used for marketing library services in KMTC and KNLS for information utilization. A descriptive survey research study design was conducted at KMTC and KNLS in Kakamega County.Study participants were recruited using stratified sampling technique. 563 out of a population of 1738 from KMTC and KNLS was sampled using Krecie and Morgan’s sample size determination. A pre-tested questionnaire and interview were used for data collection. Comparison of the marketing strategies; Exhibitions and displays, User Periodic Orientation, Suggestion Box, Library extension services, Through Friends and Tutors were significantly different between KMTC and KNLS P <0.001. Majority of those who accepted that the strategies above were used were from KNLS. However, majority of the participants disagreed about the use of library extension services. The User Periodic Orientation (OR,2.00;95% CI, 1.34, 2.98; p< .001), Suggestion Box (OR, 0.35; 95% CI, 0.24, 0.51; p< .001), Library extension services (OR, 3.05; 95% CI, 1.95, 4.78; p< .001), Through Friends (OR, 9.00; 95% CI, 10.04, 35.95; p< .001), Through tutors (OR, 7.00; 95% CI, 4.43, 12.25; p< .001) were associated with better marketing strategy. Conclusively, librarians in both libraries were knowledgeable in marketing library services. However, the study established that KMTC librarians needed to be proactive in marketing in order serve clients appropriately. The study recommended that managers of the two libraries review their policies to make marketing a mandatory exercise and train librarians in marketing for satisfactory service delivery

Use of social media as a marketing and information provision tool by the City of Cape Town Libraries

Background: Social media use by libraries has facilitated communication and marketing of services to user communities. The City of Cape Town Libraries adopted social media usage in the 2015–2016 financial year. This study is set out to assess librarians’ perception and response to the implementation and adoption of social media for library services.Objectives: The research sought to appraise the City of Cape Town public librarians’ experiences of social media use in the provision of information services, evaluate librarians’ perceptions of social media use for information provision services and recommend ways in which social media information services provision can be improved upon.Method: A quantitative research method and a descriptive survey research design approach was adopted for the study, and a web-based questionnaire was used for data collection. The study was anchored on the technological acceptance model, and employed total enumeration sampling to collect data from the 102 City of Cape Town librarians-in-charge.Results: City of Cape Town librarians have positive perception and acceptance towards the use of social media to perform library-related duties. Librarians utilised social media in engaging with library users, including marketing of library services, and promotion of library events. Experiences including lack of guidance in dealing with copyright issues and organisational policy favouring a single social media platform were reported.Conclusion: Library services through is vastly positive but expansion across multiple social media platforms is necessary to encourage further engagement with users. A third construct: preference of choice is proposed for the TAM model.

Exploring Strategies for Marketing Library Products and Services in University Libraries in Ghana

This paper sought to understand the strategies for marketing library offerings in selected academic libraries in Ghana. Through a qualitative research approach, this study used a purposive sampling technique to conduct face-to-face interviews among 15 librarians (Departmental Heads) from four academic libraries in Ghana. The collected data were transcribed verbatim and analyzed thematically with the help of QSR NVivo qualitative analysis software. It came to light that none of the libraries concerned had designated departments solely responsible for marketing library services, nor did they have dedicated budgets to drive their marketing plans. Consistently, all the libraries had adopted some form of informal marketing strategies. The study recommends establishing and subsequent resourcing of marketing units in libraries to help manage relationships and further create and deliver values for patrons. The findings of this paper would be relevant, especially for librarians, as they strive to manage their relationships with their users to deliver value to them.

Marketing Hybrid Library Collections and Services: Competencies, Perceived Impact and Challenges

For years now, the utilisation of libraries services and resources in the academic libraries of developing countries has remained low. The present study examined the competencies, perceived impact and challenges of marketing hybrid library collections and services in Tanzania. The study employed a mixed research design that benefited from both qualitative and quantitative elements. Whereas quantitative data were subjected to descriptive statistics analysis, qualitative data were subjected to thematic analysis. The study reveals library staff inadequate competencies to effectively market library services and resources. Despite of ineffective marketing library services and resources, the library staff perceived differently the impact of marketing. Moreover, the study reveals diverse challenges deterring the effective marketing library services and resources. To increase the utilisation and remain relevant in the provision of library services, the mindsets of library staff ought to be changed by joining hands in enhancing future services, marketing these services, and enhancing professional growth.

Use of Social Media in Marketing Library Resources and Services

This study has investigated the use of social media in marketing library resources and services at MUHAS and SUA. A mixed research approach was used to process, collect and analyse data in the study. While some library staff and all users were conveniently selected, key informants were purposively selected. The data were mainly collected through survey methods. The qualitative data collected were subjected to content analysis while quantitative data were analysed using SPSS. The study’s findings suggest that Facebook is the effectively used platform by both the studied libraries in the marketing of library services and resources due to its popularity and convenience. The other effectively used media is WhatsApp, although this was noted only at MUHAS. However, notwithstanding this, the media’s usage to market library resources and services has been found generally ineffective. This has been attributed to different challenges such as lack of a written policy for social media usage, unreliable internet connectivity, low promotion, content obsoleteness, and inadequate computer facilities. The study recommends that social media policies should be formulated, investment in ICT infrastructure development should be made, and promotion of social media usage among information users should be done.

Let the other departments send you students! Marketing library services through the tutoring office to increase visibility

As any librarian knows, visibility on campus is an active and ongoing journey. While students might see a library presence at freshmen orientation or remember a one-shot attempt of a total library resource overview from a librarian in a required English course, during the rest of the semester librarians strive to stay at the forefront of students’ minds for their research process and curiosities. Even when students come into the library regularly as a community space and see librarians, they might not always know the types of questions that are appropriate to ask, other than printing assistance and bathroom location. Marketing librarians’ skills and expertise is integral to establishing our necessity and profile on campus.

Survey of users’ level of satisfaction toward inclusive management and marketing of library service in Nigeria

Aim: Information and Communication Technologies (ICTs) brought significant innovation and improvement to library services and methods of meeting user needs. Assessment of user satisfaction with the various library services is an important variable toward inclusive library management and marketing of library services in the 21st century. With the application of ICTs bringing about different resources and various accessibility modes (print and online), it became necessary to investigate user satisfaction with various available library resources and services. Methods: The study addressed user satisfaction using adapted customer satisfaction scores (CSAT) metric with Rodski Survey to elicit information from 560 respondents that visited the library within the space of one week. The questionnaire was given to the respondents during their library visit twice daily for one week and the process excluded those that have filled the questionnaire before. Results: The data collected were analysed using descriptive statistics. The findings revealed the level of user satisfaction to be average. It was also discovered that the resources in the library did not meet their information needs as the majority responded that the resources are inadequate and the overall assessment of their interaction with librarians is excellent despite the inadequate resources. Conclusion: Based on the findings, recommendations were made to create a holistic marketing strategy to improve usability of the library, to acquire more resources and funding to meet user expectations, and to address the need for adequate management of library resources.

Framework for improving usage of library services and resources in the private higher education in South Africa

PurposeThis study aims to investigate a framework for improving library services and resource usage in a private higher education institution in South Africa. Marketing of library services and resources has a great impact on their usage. If marketing is not properly applied, libraries can turn into the unused institution, render useless or unused services, no matter how good their available services and resources are.Design/methodology/approachThis multi-method study used questionnaires to collect data from both staff and students at the private higher education institution concerned. The questionnaire was augmented with data collected from staff using group interviews. It is unfortunate that the target institution approved the conducting of the study only on the condition that their name could not be disclosed or used in any study reports. On this basis, the institution is referred to as Campus A for the purposes of this paper.FindingsThe study discovered that Campus A lacked key marketing tools, such as a marketing policy for the library, and that it also failed to take advantage of new platforms such as social media and other available computer software and technologies. This has resulted in its users being unaware of certain important services and resources rendered by the library.Originality/valueThe study proposed a framework for library marketing practices to improve services and resources usage as a benchmark for libraries. The study also recommends that the management of Campus A library come together to gather information for the development of an appropriate library marketing policy and also ensure that their marketing strategies take advantage of the latest technology, including social media, by means of which their clients may be easily reached.

Adoption and use of social media in academic libraries in South Africa

The purpose of this study was to investigate the extent of adoption and use of social media for client support by academic libraries in South Africa. A survey and content analysis were concurrently used to obtain relevant data to achieve the objectives of the study. The target population comprised seventy-eight library workers from twenty-six institutions, consisting of administrators of social media, librarians and IT technicians. A total of forty-eight respondents completed and returned the questionnaires, which were then analysed using descriptive statistics. Results revealed that a variety of social media platforms are available and used in most libraries in South Africa; the most common platforms are Facebook, Twitter, YouTube and blogs. The social media platforms are used to market library services, announce library news and improve service delivery. The information shared with the users relates to user information, library events and new services. Most libraries do not have policies and/or guidelines specific to the management of social media usage. Library workers associated many benefits with social media platforms, but diverse factors affect the adoption and use of social media in the libraries. The study makes several recommendations in relation to the adoption and use of social media in libraries and for further research in the subject domain.