Marketing Library and Information Services in Selected University Libraries in Africa

Edewor, Nelson; Okite-Amughoro, Faith Ashinedu; Osuchukwu, Ngozi Perpetua; Egreajena, Dennis E.

doi:10.23953/cloud.ijalis.215

Cited by 13 publications

(7 citation statements)

References 1 publication

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“…The application of Information and communication technology (ICT) is revolutionising library operations to leave the customers sufficiently satisfied. Edewor, Okite-Amughoro, Osuchukwu, and Egreajena (2016), in their contributions, state that the need for marketing library products and services was adopted due to the rapid explosion of information, the ICT revolution, the decline in reading attitudes and behaviour, the complexity of information, and the competitive environment in which libraries were no longer the only providers of information 15 .…”

Section: Literature Reviewmentioning

confidence: 99%

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

Obinyan

2021

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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.

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Section: Literature Reviewmentioning

confidence: 99%

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

Obinyan

2021

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“…The literature identified that issues regarding the lack of support from the parent bodies are mainly in terms of provision of technical infrastructures for social media. Edewor and Okite-Amughoro (2016) found issues of poor infrastructure such as unavailability of internet access in campuses as a setback in social media usage in some academic libraries in Africa. They also identified infrastructural issues such as lack of maintenance culture, unreliable power supply, lack of staff training and government intervention, and the absence of marketing plan.…”

Section: Occurrences Of Distress Associated With Social Media In Acadmentioning

confidence: 99%

Social media engagement in developing countries

Magoi

Aspura

Abrizah

2017

Information Development

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The progressiveness of social media in academic libraries is the gear to achieve the libraries’ objectives, particularly in term of facilities and services. In addition, academic librarians have been using social media as a key medium for marketing, communication, and collaboration. However, social media use in academic libraries, especially in developing countries, is not without controversy. Studies indicate that social networking by academic librarians is ineffective use of librarians’ time and effort. The usefulness of and the hindrances in social media engagement for academic libraries in developing countries have yet to be established. For this reason, this review aims to identify the boons and the banes of social media engagement for academic libraries in developing countries in two continents, Asia and Africa. A structured literature review was conducted using methods promulgated by the Center for Reviews and Disseminations but adapted to the particular needs of this review. Various online databases were used for the review. The keywords/phrases used for the search were: social media, web 2.0, social media engagement, academic libraries, and developing countries; and after a profound scrutiny, 50 articles were found useful for the review. The result shows that there is a continued increase of published literature on social media in academic libraries in the developing countries. A substantial amount of literature emphasises the benefits of social media usefulness in academic libraries under five major themes – marketing and promotion of library services; professional/self-development;, social interaction; media sharing; and communication. A few articles express the distress in implementing social media in academic library services. The usefulness of and the hindrances in social media engagement reported in the literature should inform practicing librarians contemplating implementation of social media and guide formal social media application in library services. More so, this study will shape Library and Information Science (LIS) researchers to scope out areas of needs for future research.

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“…They are useful in broadening the horizon of users in their choice of relevant information sources and services. However, other researchers such as Edewor et al (2016) looked at marketing strategies used by some university libraries in Africa. The study identified the most frequently adopted marketing strategies in academic libraries in those libraries as flyers, handbills, leaflets, bulletins, newsletters and orientation programmes.…”

Section: Introductionmentioning

confidence: 99%

Marketing of library resources and its impact on the library usage of distance-learning students

Atuase

Maluleka

2022

DLP

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Purpose Access to learning resources in higher education is a prerequisite for effective learning. The purpose of this study is to investigate how marketing of library resources can influences library usage of students from the University of Education Winneba and University of Cape Coast in Ghana. Design/methodology/approach The study was grounded in the pragmatic paradigm and guided by the mixed methods research approach. The sequential explanatory design was used in that, quantitative data was collected first, followed by the collection of qualitative data. The respondents were selected using the multi-stage and purposive sampling techniques. A total of 1,170 students were involved in the quantitative study, and the qualitative study comprised 12 students and 6 librarians. The quantitative data were analysed descriptively using the Statistical Package for the Social Sciences (SPSS), while the qualitative data were analysed thematically. Findings The study found that the marketing of library resources and services increased awareness and motivates students from the University of Education Winneba and University of Cape Coast to use them. In addition, the study found no relationship between competencies in information literacy and the use of library resources and services beyond developing students’ capacity to use library resources The study further established a positive relationship between improved learning activities and the use of library resources and services by students at the University of Education Winneba and University of Cape Coast in Ghana. Originality/value The study is unique in its scope and focus and will lead understanding to the use of library services and resources to achieving positive learning outcomes in Ghanaian distance learning institutions. Thus, the expanded benefit to students’ use of library services not only will improve their academic activities, performances, retention, programme completion, employment opportunities and lifelong learning but also is important for institutions to increase students’ enrolments, increase university world-wide visibility and influence national development.

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Marketing Library and Information Services in Selected University Libraries in Africa

Cited by 13 publications

References 1 publication

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

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

Social media engagement in developing countries

Marketing of library resources and its impact on the library usage of distance-learning students

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