A UGC Approved e-Journal ISSN: 2249 - 0213

   
     A Quarterly Open Access Journal

Marketing strategies and library usage in federal universities in the south-south zone of Nigeria

This study was conducted to assess the utilization of library displays, library exhibitions, and library publications as marketing strategies in four Federal University libraries in the South-South zone of Nigeria and their influence on students’ use of the library using an Ex-post-facto research design. Librarians, who are the marketers, indicated a higher utilization of these marketing strategies than the students because they scored a mean % utilization ranging from 49.4 to72.8 , 15.4 to 60.7, and 44.4 to 72.9 for library displays, library exhibitions, and library publications, respectively  in the Universities studied. This is not in agreement with the student users, whose mean % utilization ranged from 26.7 to 40.0, 23.8 to 33.6, and 23.8 to 40.3 for library displays, library exhibitions, and library publications, respectively indicating a poor utilization of these strategies. Independent t-test indicated that these three marketing strategies exerted a significant influence on students’ use of the library indicating that the more frequent and effective use of these marketing strategies, the more the students’ use of the library.



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