Youth marketing development of special libraries in the digital era: viewpoint from the Taste Library with 7Ps marketing mix
| Date | 13 June 2023 |
| Pages | 1740-1759 |
| DOI | https://doi.org/10.1108/LHT-03-2023-0129 |
| Published date | 13 June 2023 |
| Subject Matter | Library & information science,Librarianship/library management,Library technology,Information behaviour & retrieval,Information user studies,Metadata,Information & knowledge management,Information & communications technology,Internet |
| Author | Ying Kit Cherry Kwan,Mei Wa Chan,Dickson K.W. Chiu |
Youth marketing development
of special libraries in the digital
era: viewpoint from the Taste
Library with 7Ps marketing mix
Ying Kit Cherry Kwan, Mei Wa Chan and Dickson K.W. Chiu
Faculty of Education, The University of Hong Kong, Pokfulam, Hong Kong
Abstract
Purpose –In the 21st century, libraries are experiencing a significant decline in users due to shifting reading
habits and the impact of technology, necessitating library transformation and a heightened emphasis on
library marketing. Special libraries, in particular, rely heavily on patrons for survival, often due to their private
ownership and limited resources. This paper aims to discuss the aforementioned objectives.
Design/methodology/approach –This paper examines the Taste Library, a special library in Hong Kong,
and analyzes its current practices based on an interview with its founder, website content, and social media
presence. The 7Ps Marketing Mix model is employed to assess the strengths and weaknesses of the library’s
current market position.
Findings –The Taste Library’s existing practices exhibit limitations in attracting young patrons. To address
this issue, we propose marketing strategies focused on enhancing social network presence, offering digitized
content, and engaging in school outreach.
Practical implications –By concentrating on youth marketing, this study offers valuable insights for
special libraries in developing strategic plans for transitioning and maintaining sustainability.
Originality/value –Few studies concentrate on marketing small special libraries, particularly in the East,
within today’s digitized economy.
Keywords Social media, Hong Kong, Special libraries, Youths, Library promotion, 7Ps marketing mix
Paper type Viewpoint
Introduction
Schroer (2008) categorized the current generation into four groups: Baby Boomers,
Generation X, Generation Y, and Generation Z. The youth in Generation Z, as the
youngest among all, are gradually becoming adults and potential future consumers (Cheng
et al., 2023;Chan et al., 2020a,b). Growing up in a technological era, this generation exhibits
different consumer behaviors and attitudes than their predecessors, sparking interest in
academic research (Ding et al., 2021;Duffett, 2017;Priporas et al., 2017;Soroya and Faiola,
2023;Yu et al., 2022). Consequently, Generation Z is the target group for the current study.
In today’s knowledge-driven economy, libraries and other cultural services, such
as museums (Meng et al.,2023;Wong and Chiu, 2023a;Deng et al., 2022) and music
organizations(Deng a nd Chiu, 2023;Jiang et al., 2023;Yu et al., 2023b;Wang et al., 2022b),are
regarded as marketable entities (Jose and Bhat, 2007;Cheng et al., 2022;Lam et al., 2023;
Liu et al., 2023). Therefore,they should not underestimate theimportance of youth marketing
when navigating the challenges of technological transformations that alter the paradigm
(Lo et al., 2020a,b;Liet al., 2023 a;Xuet al., 2023;Xue et al., 2023). Speciallibraries, in particular,
should proactively explore new waysto expand their user groups and ensuretheir survival, as
they often have private ownership with limited financial subsidies or governmental support
(Cheung et al., 2021;Sun et al., 2022). Failing to attract young customers may hinder future
development (Wang et al., 2022a,b;Lu et al., 2023;Mak et al., 2022).
The Taste Library, chosen as the subject of this case study, is a special library in Hong
Kong confronting the challenge of attracting young patrons. This research was conducted
LHT
42,6
1740
The current issue and full text archive of this journal is available on Emerald Insight at:
https://www.emerald.com/insight/0737-8831.htm
Received 29 March 2023
Revised 14 May 2023
Accepted 22 May 2023
Library Hi Tech
Vol. 42 No. 6, 2024
pp. 1740-1759
© Emerald Publishing Limited
0737-8831
DOI 10.1108/LHT-03-2023-0129
through a literature review, information gathering about the Taste Library, and firsthand
observation and communication with staff, both in-person and via social media.
By conducting a market evaluation, this paper aims to propose more effective strategic
marketing plans to achieve the goal of marketing development. Analyzing the current
practices of the Taste Library using the 7Ps Marketing Mix and investigating the strengths
and weaknesses in youth market development helps fill the literature gap and provides small
special libraries with strategies for expanding into new markets and reaching a broader
audience for operational survival through technology-based transformations.
Literature review
Library marketing and 7Ps marketing mix
Tracing back to the 1920s, literature relevant to library “marketing”can be found in Briscoe’s
Library Advertising, which discusses “publicity methods for public libraries”(Koontz et al.,
2016). Kotler and Levy (1969) formally introduced the idea of marketing applicable to non-
traditional sectors in his article, suggesting that marketing could be equally implemented and
successful in both profit and non-profit sectors. The key for non-profit organizations is to plan
and manage relationships with the public (Garoufallou et al., 2013;Lu et al., 2023;W
ojcik,
2022), emphasizing that marketing should satisfy the needs of targeted consumers. Since
then, the literature on library marketing has expanded for academic research purposes and to
address existing challenges in the library sector (Garoufallou et al., 2013;Koontz et al., 2016;
Cheng et al., 2020;Lam et al., 2019,2023).
According to McCarthy, the marketing mix refers to the controllable variables an
organization can coordinate to satisfy its target market (Jiang et al., 2023;Xu et al., 2023). The
traditional 4Ps Marketing Mix comprises four basic elements: product, price, place, and
promotion. This mix is a commonly used marketing strategy in the library sector for
performance measurement and marketing plan development (Garoufallou et al., 2013).
Subsequently, researchers expanded the 4Ps by adding people, physical evidence, and
process to create the 7Ps Marketing Mix, as Booms and Bitner (1982) suggested, which is the
most influential marketing mix today (Khan, 2014). In library marketing, the 7Ps Marketing
Mix is applied occasionally. For instance, Jose and Bhat (2007) analyze the marketing of
library and information services using the 7Ps Marketing Mix from a general strategic
perspective. More specifically, Kim and Park (2006) examine the marketing strategy of
Korean libraries using the 7Ps Marketing Mix. The 7Ps Marketing Mix is a comprehensive
framework allowing libraries to examine their marketing efforts holistically. By considering
all seven elements, libraries can develop more effective strategies to attract and satisfy
their users.
The element of “Product”refers to the goods, services, or ideas offered by an organization
to satisfy consumer needs (Kotler and Keller, 2016). In the context of libraries, the “product”
is not just the collection of books or other resources but also the services provided, such as
user training, reference services, and other value-added offerings (Yi, 2018). “Price”is the
value consumers exchange for the benefits of having or using aproduct or service (Kotler and
Keller, 2016). For libraries, pricing involves the cost of membership, fines for overdue books,
and charges for certain services (Gupta, 2003). “Place”refers to the location and means of
distributing the product or service (Kotler and Keller, 2016). In a library context, this could
refer to the physical library location, online portals, or outreach programs. “Promotion”
encompasses the strategies used to communicate the benefits and value of the product, place,
or service (Kotler and Keller, 2016).
Libraries often use promotional strategies like events, workshops, and social media
campaigns to increase awareness and engagement (Jha and Pandey, 2021;Wu and Yang,
2022). “People”refers to the staff and other human elements interacting with customers
Youth
marketing of
special
libraries
1741
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