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Understanding public libraries’ challenges, motivators, and perceptions toward the use of social media for marketing

Understanding public libraries’ challenges, motivators, and perceptions toward the use of social... The purpose of this paper is to identify challenges and motivators to social media adoption for marketing purposes in public libraries and to investigate how these libraries perceive the importance of social media marketing.Design/methodology/approachA nation-wide online survey on public libraries in the USA was conducted to carry out this study, and a total number of 470 responses were used for data analysis.FindingsThis study determined a range of challenges and motivators to implementing social media for marketing in public libraries. The results also showed that public libraries perceive social media as an important tool for their library marketing and intend to increase their use.Practical implicationsThe findings from this study can serve as a guideline for public libraries when employing social media for marketing purposes in their libraries.Originality/valueThis study assessed the current state of social media use for marketing in the public library context, a context that has been under-researched in the literature, from three perspectives: challenges, motivators, and perceptions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Library Hi Tech Emerald Publishing

Understanding public libraries’ challenges, motivators, and perceptions toward the use of social media for marketing

Library Hi Tech , Volume 39 (2): 16 – Jun 21, 2021

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References (37)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0737-8831
DOI
10.1108/lht-11-2017-0237
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to identify challenges and motivators to social media adoption for marketing purposes in public libraries and to investigate how these libraries perceive the importance of social media marketing.Design/methodology/approachA nation-wide online survey on public libraries in the USA was conducted to carry out this study, and a total number of 470 responses were used for data analysis.FindingsThis study determined a range of challenges and motivators to implementing social media for marketing in public libraries. The results also showed that public libraries perceive social media as an important tool for their library marketing and intend to increase their use.Practical implicationsThe findings from this study can serve as a guideline for public libraries when employing social media for marketing purposes in their libraries.Originality/valueThis study assessed the current state of social media use for marketing in the public library context, a context that has been under-researched in the literature, from three perspectives: challenges, motivators, and perceptions.

Journal

Library Hi TechEmerald Publishing

Published: Jun 21, 2021

Keywords: Public libraries; Library marketing; Information technologies; Social media; Social networking sites; Microblogging

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