دانلود رایگان مقاله انگلیسی بازاریابی خدمات اطلاعاتی کتابخانه های دانشگاهی با استفاده از رسانه های اجتماعی - امرالد 2018

Abstract

Purpose – The purpose of this paper is to examine the use of social media in the marketing of academic library resources and services in Kuwait and identifies the factors related to the use of social media applications in marketing academic libraries. Design/methodology/approach – A quantitative data-collection approach using a paper and online questionnaire has been employed to elicit the opinions of librarians working in academic libraries in Kuwait in both private and public institutions. In total, 89 valid questionnaires have been analyzed using descriptive ( frequencies, percentages, means and standard deviations) and inferential statistics ( factor analysis, correlations, experimental analysis and regression). Findings – The study shows that the academic librarians have a positive perception toward the use of social media. The identified factors relating to the use of social media for marketing library information resources and services are the usefulness of social media tools in raising awareness and in providing needs analysis and satisfaction assessments. However, management support for the use of social media for library marketing is poor. Practical implications – This study provides insights into the factors related to the use of modern social media platforms to promote information resources and services at academic libraries to provide outreach services to current and potential users. Originality/value – This research contributes to the field of information studies as it highlights the importance of using social media platforms in marketing academic library information resources and services. Library administrators could use the results to develop social media marketing plans to effectively promote their library resources.

Conclusion

This study identified the factors that had a significant relationship with the adoption of social media for academic library marketing purposes. These factors were related to the usefulness of social media in promoting awareness and its value as a needs analysis and satisfaction assessment tool. The interactions of these factors were also found to be important in the social media adoption process. As found in previous literature and confirmed in this study, management support is considered essential in encouraging librarians and information specialists to adopt social media in academic libraries to promote library information resources and services and to provide outreach services for current and potential users. Social media is a leveraging tool that should be effectively used by academic libraries to create, deliver and share information resources and services with users. Marketing through social media can enable academic libraries to develop networks through which users and non-users can interact and communicate their information needs. It also has the potential to increase users’ awareness of academic libraries and their services, resources, activities, events and new arrivals.