Perceptions of Digital Marketing in Academic Libraries: an attitudinal study of university librarians

Abstract

The study examined university librarians’ perceptions of marketing libraries, with particular emphasis on concept, purpose, and digital marketing in academic libraries. The study employed the survey method. A structured questionnaire was designed to obtain data from the librarians. The data was organized and coded using MS Excel and descriptive statistics analysis was conducted using Statistical Package for Social Sciences (SPSS) version 23. The data were then interpreted using the weighted mean scale. The result showed that most librarians engage in marketing initiatives within their library without a specific budget or marketing personnel. The perception study revealed that librarians have a ‘high perception’ of the application of marketing concepts in the library, a ‘very high perception’ of the purpose of marketing the library, and a ‘very high perception’ of the application of digital marketing in academic libraries. The study also revealed that librarians use digital marketing tools such as websites, e-mail, SMS, social media, and mobile applications. Moreover, librarians reported barriers that impede digital marketing, including the lack of understanding of library marketing ideas, scarcity of staff, and financial constraints.