Marketing Library and Information Services: a Bibliometric Study of IFLA Publications

Gupta, Dinesh K.; Mahesh, G.; Pareek, Sarwesh

doi:10.1515/9783110281040.399

Cited by 3 publications

(3 citation statements)

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“…Another outcome of the study shows that the librarians perceive marketing of library and information products and services positively. The finding is in agreement with that of the study by Pathak and Jain (2013) which reveals that Indian librarians generally see marketing as important to libraries. It is also in line with Chegwe and Anaehobi's (2015) findings which reveal that academic librarians in higher institutions in Delta State of Nigeria have a high perception of marketing library services.…”

Section: Findings and Discussionsupporting

confidence: 92%

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

Friday

Godfrey

2023

IJISS

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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.

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Section: Findings and Discussionsupporting

confidence: 92%

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

Friday

Godfrey

2023

IJISS

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“…Gupta (2008) studied global bibliographical literature on LIS marketing as covered in existing bibliographies world over and suggested many areas of further research. Gupta et al (2013) studied 204 papers from 42 countries on marketing of library and information services from IFLA publications. It observed that a large numbers of these papers were not covered in citation tools including Google Scholar.…”

Section: Literature Reviewmentioning

confidence: 99%

Global library marketing research

Gupta

Gupta³

2019

Self Cite

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Purpose The purpose of this paper is to quantitatively and qualitatively analyze library marketing research output using select bibliometric indicators with the aim of identifying top-performing countries, subject subthemes, organizations, authors and journals in the area. Design/methodology/approach The present study has examined 520 publications in library marketing, as indexed in Scopus database during 2006–2017. The study has statistically assessed processed publications and citations data into tables in order to ascertain research growth rate trends, global publication output and share, citation impact and distribution of library marketing research by country of publication, international-level collaborating country share of publication, by broad subject areas and preferred media of research communication. The study also provides bibliometric profile of top research organizations and authors in terms of their publications and citation indicators. Findings The body of literature in library marketing research is still very small, highly scattered and has so far registered no growth during the last 12 years, i.e. 2006–2017. Library marketing research is yet to emerge as a popular research area in library and information science. The USA dominates The library marketing research in the world, whereas other top participating countries including India, China, Japan, Canada, etc., are distant cousins. Top research institutions in the area of library marketing across the world include City University of New York, Florida State University, University of Texas at Austin, USA, Loughborough University and University of Sheffield, UK. The major focus of library marketing research was on academic libraries, followed by public libraries and medical libraries. Of late, the use of social media has emerged as an alternative to traditional library marketing techniques. Research limitations/implications The scope of study describing the status of library marketing research is limited to the period 2006–2017. The results of the study should interest researchers in finding solutions to formulating future library strategies and programs for achieving sustainable growth in this area of study. Originality/value The present study in library marketing research should be of interest to researchers in evolving, and formulating theories/best practices/and policies/programs for outreach to current and potential users for promoting library products and services.

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“…Ching and Tseng (2010) in their study of customer-based brand equity in airlines have empirically proved the proposition that perceived quality positively influences brand equity. Brand acts as a heuristic cue that effectively reduces the discrepancies associated with all of the different perception and delivery elements and thus largely homogenize the quality perception to the benefit of the marketer (Gupta, 2011).…”

Section: Literature Reviewmentioning

confidence: 99%

Marketing Mix Influence on Service Brand Equity and Its Dimensions

Mukherjee

Shivani

2016

Vision: The Journal of Business Perspective

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Service sector is growing across the globe including India. Despite the growing importance of the sector and services marketing, there is a paucity of literature in the area in general and branding literature in particular. This study is carried out in the retail banking sector with loans as the product category. Retail banking sector is increasingly seen as an attractive market segment with opportunities for growth and profits. We have reviewed the service branding literature and it is observed that most of the available brand equity models are for goods. Based on the research gap, a service branding model has been proposed and empirically validated. The model represents service marketing mix influence on certain selected dimensions of brand equity, namely, brand image(s) and perceived service quality and thereby on brand equity. Structural equation modelling is used to test the hierarchical relationship. The study has established significant relationships among the marketing mix elements and brand equity dimensions. It contributes significantly to the literature on service branding and provides valuable insights to practicing managers.

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Marketing Library and Information Services: a Bibliometric Study of IFLA Publications

Cited by 3 publications

References 0 publications

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

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

Global library marketing research

Marketing Mix Influence on Service Brand Equity and Its Dimensions

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