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

Abstract

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.

University Library Information Resources as a Basis for Enhancing Educational and Professional Programmes in Information, Library and Archival Studies

“…Students and professionals are encouraged to continuously update their knowledge and skills, keeping pace with the evolving landscape of Information, Library and Archival Studies. The high usage rate of information resources provided by university libraries showcases their importance in enhancing educational and professional programmes (Atuase & Maluleka, 2023). The availability of a diverse collection of books, journals, databases, digital collections and archival materials supports learning, research and professional development, enabling students and professionals to stay informed, contribute to knowledge and excel in their respective endeavours (Keene, 2012).…”

The current research landscape in digital marketing scientific literature in libraries: exploration through performance and science mapping

“…Clark (2021) demonstrated that marketing can increase the visibility of various library services. In particular, marketing seeks to create relationships with target users by enlightening them about the organization and making patrons conscious of the importance of the library's products and services (Atuase and Maluleka, 2023). A successful marketing strategy also recognizes how an organization's competitors can fluctuate from similar organizations to anything that the target patron chooses to do instead of pursuing the offer, and that competition can be characterized by cooperative and benign relationships that organizations develop with one another (Muneja, 2023).…”

“…Non-printed materials are becoming more common, and electronic resources are a growing concept. Strategies and methods such as Digital Marketing (DM) have made it possible to promote the optimal use of library resources (Atuase and Maluleka, 2023). DM platforms and social media have become the most whispering, interactive and critical of all contemporary marketing strategies.…”