Marketing of library resources and its impact on the library usage of distance-learning students
| DOI | https://doi.org/10.1108/DLP-03-2022-0025 |
| Published date | 08 November 2022 |
| Date | 08 November 2022 |
| Pages | 111-123 |
| Subject Matter | Library & information science,Librarianship/library management,Library technology,Records management & preservation,Information repositories |
| Author | Diana Atuase,Jan Maluleka |
Marketing of library resources
and its impact on the library usage
of distance-learning students
Diana Atuase
Department of Information Science, University of South Africa, Pretoria,
South Africa and Library Services, University of Cape Coast,
Cape Coast, Ghana, and
Jan Maluleka
University of South Africa, Pretoria, South Africa
Abstract
Purpose –Access to learning resources in higher education is a prerequisite for effective learning.
The purpose of this study is to investigate how marketing of library resources can influences
library usage of students from the University of Education Winneba and University of Cape Coast
in Ghana.
Design/methodology/approach –The study was grounded in the pragmatic paradigm and guided by
the mixed methodsresearch approach. The sequential explanatorydesign was used in that, quantitative data
was collected first, followed by the collection of qualitative data. The respondents were selected using the
multi-stage and purposive sampling techniques. A total of 1,170 students were involved in the quantitative
study, and the qualitativestudy comprised 12 students and 6 librarians. The quantitative data were analysed
descriptively using the Statistical Package for the Social Sciences (SPSS), while the qualitative data were
analysedthematically.
Findings –The study found that the marketing of library resources and services increased
awareness and motivates students from the University ofEducation Winneba and University of Cape
Coast to use them. In addition, the study found no relationship between competencies in information
literacy and the use of library resources and services beyond developing students’capacity to use
library resources The study further established a positive relationship between improved learning
activities and the use of library resources and services by students at the University of Education
Winneba and University of Cape Coastin Ghana.
Originality/value –The study is unique in its scope and focus and will lead understandingto the use of
library services and resources to achieving positive learning outcomes in Ghanaian distance learning
institutions. Thus, the expanded benefit to students’use of library services not only will improve their
academic activities, performances,retention, programme completion, employment opportunitiesand lifelong
learning but alsois important for institutions to increase students’enrolments,increase university world-wide
visibilityand influence national development.
Keywords Academic libraries, Ghana, Library services, Library marketing, Distance learning,
Library usage
Paper type Research paper
© Diana Atuase and Jan Maluleka. Published by Emerald Publishing Limited. This article is
published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce,
distribute, translate and create derivative works of this article (for both commercial and non-
commercial purposes), subject to full attribution to the original publication and authors. The full
terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
Marketing of
library
resources
111
Received17 March 2022
Revised13 June 2022
24August 2022
Accepted11 October 2022
DigitalLibrary Perspectives
Vol.39 No. 1, 2023
pp. 111-123
EmeraldPublishing Limited
2059-5816
DOI 10.1108/DLP-03-2022-0025
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