Marketing Strategies, Digital Information Services and Library Patronage by Library Personnel in University Libraries, Osun State, Nigeria
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Date
2024-12
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Lead City University, Ibadan
Abstract
University libraries are expected to grow in terms of services and patronage. Hence, this study examines the influence of library marketing strategies on library patronage
of digital information services in university libraries, Osun State. The study adopted a descriptive survey research design. The study population consists of 314 library
personnel in university libraries in Osun State. The research instrument was a validated structured questionnaire with a Cronbach alpha score of 0.80. The data collected in this study was analysed using descriptive statistics such as simple percentages, mean, and standard deviations to analyse the research questions and demographic data. In
addition, the study hypotheses will be tested at a 0.05 level of significance using inferential statistics. The data analysis result revealed a high level of marketing strategies in university libraries in Osun state (Mean = 3.46). It was also found that the digital information services in university libraries is high (Mean =3.29), and the data suggests that library personnel have a high level of library patronage in university libraries in Osun state driven by the high level of marketing strategies and availability of high digital information services. The hypothesis test also revealed that marketing strategies (Adj R2 =0.32) and digital information services (Adj R2 =0.10) significantly
influence the library patronage of users in university libraries in Osun state. In addition, both marketing strategies and digital information services have a significant combined influence on library patronage. The study concludes that despite existing measures promoting library patronage, there is considerable room for improvement. Therefore, it was recommended that community engagement, like virtual book clubs, online events, and social media edutainment activities, be added to entice university communities towards library services patronage in Osun State.
Keywords: Marketing Strategies, Digital Information Services, Library Patronage, University Libraries
Word Count: 273
Description
Keywords
Marketing Strategies, Digital Information Services, Library Patronage, University Libraries
Citation
Kate Turabia