Electronic Marketing for Effective Academic Library Services in Anambra State, Nigeria

Helen Okaku Regha, Uche V. Enweani

Abstract


This study examines the role of electronic marketing in enhancing academic library services in Anambra State, Nigeria. As academic libraries face increasing competition and evolving user expectations, the adoption of electronic marketing strategies has become essential for effective service delivery. The research investigates the current state of electronic marketing adoption, the challenges faced by libraries, and the overall impact on library service delivery. Utilizing a mixed-methods approach, data was collected from 150 librarians and 300 library users across five major academic institutions in Anambra State. The findings reveal significant gaps in electronic marketing implementation, including limited digital literacy among staff, inadequate technological infrastructure, and insufficient awareness of electronic marketing benefits among library users. Additionally, the study highlights the need for libraries to adapt to the digital landscape to meet the information needs of their users effectively. Based on the findings, the study recommends strategic investment in digital marketing tools, comprehensive staff training programs to enhance digital skills, and the development of policy frameworks to support electronic marketing initiatives in academic libraries. By addressing these challenges, academic libraries in Anambra State can improve their service delivery, increase user engagement, and ultimately foster a more informed and connected academic community. This research contributes to the growing body of literature on electronic marketing in libraries and provides actionable insights for library administrators and policymakers aiming to enhance library services through innovative marketing strategies.


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