“…Now academic libraries are shifting their focus to the management of digital collections and re-shaping support services due to shifts on the scholarly ecosystem (Pinfield, Cox, & Rutter, 2017;Fowler & Hines, 2018). The dominance of technology has increasingly affected the information environment, leading to significant changes in the image and the identity of libraries and other organisations (Glusker & Exner, 2018;Rowley, 2006). Cox, Pinfield, and Rutter (2018) suggests that major changes in technology and scholarly communication have affected libraries' identity through the re-shaping of activities, values, and brands.…”