Marketing academic library information services using social media
| DOI | https://doi.org/10.1108/LM-12-2017-0132 |
| Date | 11 March 2019 |
| Pages | 228-239 |
| Published date | 11 March 2019 |
| Author | Suha AlAwadhi,Sultan M. Al-Daihani |
| Subject Matter | Library & information science,Librarianship/library management,HR in libraries,Library strategy,Library promotion |
Marketing academic library
information services using
social media
Suha AlAwadhi and Sultan M. Al-Daihani
Department of Information Studies, Kuwait University, Shuwaikh, Kuwait
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 academiclibraries 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 showsthat the academic librarians have a positive perceptiontoward the use of social
media. Theidentified factors relating to the useof social media for marketinglibrary informationresources and
services are the usefulness of social media tools in raising awareness and in providing needs analysis and
satisfaction assessments. However,managementsupport for the use ofsocial media for librarymarketingis 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.
Keywords Social media, Kuwait, Academic libraries
Paper type Research paper
1. Introduction
New technologies have allowed libraries to adopt online marketing strategies to promote
their resources and services (Siddike et al., 2015) to as many users as possible (Garoufallou,
Siatri, Zafeiriou and Balampanidou, 2013). In particular, social media, defined as “a group
of Internet-based applications that allow for the creation and exchange of
user-generated content”(Kaplan and Haenlein, 2010, p. 62), has enabled people to interact
and share information online (Xu et al., 2015). With the rise of social media in the last decade,
many libraries have included social media applications as primary marketing and
communication tools to engage with the user community (Luo et al., 2013; Kho, 2011;
Garoufallou, Zafeiriou, Siatri and Balapanidou, 2013; Jahan and Ahmed, 2012), as social
media offers real-time channels for communication, information sharing and interactive
dialogue at any time on any portable mobile device (Palmer, 2014; Xu et al., 2015).
ICT penetration and use in Kuwait is high, with social network use as high as 90 percent
for Kuwaitis aged 15–44 years old. Social media in Kuwait has been found to be mainly
used for news and information (94 percent) with female use (91.2 percent) and male use
(89.4 percent) being relatively similar (The Central Agency for Information Technology,
2016). Therefore, given the depth of social media penetration in Kuwait, it is expected that
this would have an effect on the use of social media in higher academic institutions.
Library Management
Vol. 40 No. 3/4, 2019
pp. 228-239
© Emerald PublishingLimited
0143-5124
DOI 10.1108/LM-12-2017-0132
Received 6 December 2017
Revised 21 April 2018
Accepted 23 April 2018
The current issue and full text archive of this journal is available on Emerald Insight at:
www.emeraldinsight.com/0143-5124.htm
The authors acknowledge Kuwait University Research Administration for funding the research project
OI 03/15. This study is based on the findings of the aforementioned project.
228
LM
40,3/4
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