IMPACT OF MARKETING STRATEGIES ON LIBRARY RESOURCES AND SERVICES IN FEDERAL UNIVERSITY DUTSINMA LIBRARY, KATSINA STATE, NIGERIA

Adegoroye Adebola Oluwamayokun, Dr. Garba Dahiru, Dr. Muhammad Kabir Sahabi

Abstract


This study explores the vital role of strategic marketing in enhancing the utilization of library resources and services. This study employs a survey research design to assess the marketing strategies used by the Federal University Dutsinma Library, Katsina State, and their effectiveness in promoting library resources and services. The research included all 97 library staff members, utilizing a total enumeration sampling method to ensure comprehensive coverage and minimize bias. Data was collected via a carefully designed questionnaire featuring both closed and open-ended questions, addressing staff perspectives on marketing strategies, challenges, and improvement suggestions. Descriptive statistics and SPSS Version 23 were used for data analysis. The findings reveal that social media campaigns are the most frequently employed marketing strategy (77.3%), followed by library brochures and flyers (70.1%). Signage within university premises is the least utilized strategy (38.1%). The study also highlights a discrepancy between awareness and utilization of library resources, with physical book loans being highly recognized (90%) but less utilized (75%). Digital resources such as online journals and e-books also show higher awareness than utilization. Additionally, direct interaction with students (65%) and social media campaigns (60%) are perceived as the most effective strategies, while signage is considered the least effective (35%).  These results suggest a reliance on digital and print media for library marketing and identify areas for improvement, particularly in increasing the effectiveness of traditional marketing methods and addressing gaps in resource utilization.


Keywords


Marketing Strategies, Library Resources, Federal University Dutsinma, Effectiveness, Digital Media, Resource Utilization, Digital Marketing.

Full Text:

PDF

References


Adams, R., & Green, T. (2021). Evaluating Traditional Marketing Strategies in Higher

Education Libraries. Library Journal, 55(2), 45-59.

Achebe, N. (2023). Enhancing marketing strategies in Nigerian academic libraries: A focus on

innovation and technology. Library Management.

Aina, L. O., & Ajiferuke, I. (2022). Challenges of marketing library services in African

academic institutions. African Journal of Library, Archives, and Information Science.

Brown, J. (2021). Usage Trends of Physical Library Resources. Academic Library Review,

(4), 201-215.

Dinesh, K. (2019). The role of digital marketing in promoting academic library services.

Journal of Academic Librarianship, 45(4), 567-574.

Farcet, B. & Marcinec, M. (2015). The future of the academic libraries and the academic Librarian: A delphi study reloaded. New review of information networking 2(.1)37- 63

Farkas, M. (2006). Skills for the 21st century librarian. www.meredith.wolfwater.com.

Fink, D and Mccane, B. (2021). Marketing library and information services, www.marketing.cri-du.ac./ical./09/ papers/index.

Giuliano, K. (2019). We have books and computers: Libraries and the importance of Marketing, www.librarystudent journal. Org/index/lsj/article/ view/98/223.

Gupta, D. & Jambhekar, A. (2022). Developing a customer focus approach to Marketing library and information services, Desidoc bulletin of information Technology 20(3), 5-13.

Johnson, P. (2021). Enhancing Library Visibility Through Effective Signage. Journal of

Library Marketing, 34(3), 78-85.

Jones, M., & Smith, A. (2022). Personal Engagement Strategies in Library Marketing. Library

Management, 45(1), 33-47.

Kotler, P., & Armstrong, G. (2018). Principles of Marketing. Pearson.

Lee, H., & Parker, S. (2022). The Impact of Social Media on Library Resource Utilization. J

ournal of Digital Library Research, 50(6), 121-134.

Miller, K. (2023). Increasing Awareness and Utilization of Digital Library Resources.

Information Services & Use, 43(2), 89-102.

Obinyan, O. O., & Imhonopi, D. (2020). Marketing strategies and utilization of library

resources in Nigerian Federal Universities. Library Philosophy and Practice.

Owens, I. (2022). Marketing in library and information science: A selected Review of related literature. The acquisition librarian, 28(2), 19-23.

Smith, D. (2022). The Role of Brochures and Flyers in Library Marketing. Library

Communication, 47(3), 12-25.

Smith, T., & Duggan, M. (2023). Social Media Strategies for Academic Libraries. Library

Trends, 59(1), 23-40.

Sharma, A.K. & Bharwaj, S. (2019). Marketing and promotion of library services, www.cri-du.ac./cal/09/ papers/index.

Smith, G & Sakar, S. (2023). Developing marketing strategy in the not for profit sector. Library management, 46( 9),89-96

Snoj, B. & Petermanec, Z.(2021). Let users judge the quality of faculty library services. New library world, vol.102, No.1168 pg.314-324

Williams, R., & Johnson, L. (2022). Barriers to Digital Resource Utilization in University

Libraries. Digital Library Perspectives, 38(4), 56-70.


Refbacks

  • There are currently no refbacks.


 

 

 

 

ISSN: 3026-9407 (Online)

 

   

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.