Digital Marketing and User Satisfaction in Library 2.0: A Concept and Research Framework

Abstract

Digital marketing techniques are becoming more common in our advancing technology currently. Some of popular digital marketing techniques such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, display advertising, e-books, and optical disks and games. The purpose of this study is to gain the performance of digital marketing regarding to the social media usage in the library environment such as Instagram, YouTube, Facebook and other platforms connectivity and communication related to user satisfaction in library environment. This paper enables librarians and stakeholder of the library to have a better understanding on the social media phenomenon in libraries.

The relationship between e-marketing mix framework (4Ps) and customer satisfaction with electronic information services: An empirical analysis of Jordanian university libraries

“…E-marketing is acknowledged as a successful and pivotal mechanism contributing to the survival and resilience of university libraries in the ever-evolving landscape of technology. It stands out as the most efficient means to swiftly deliver services and products that align closely with the evolving needs of users [8]. In addition to being the most effective way to increase users' satisfaction with the library environment in terms of its e-products (services and resources), the time of submission of those products, subscription prices, electronic methods of distribution, and promotion [9].…”

“…It stands out as the most efficient means to swiftly deliver services and products that align closely with the evolving needs of users [8]. In addition to being the most effective way to increase users' satisfaction with the library environment in terms of its e-products (services and resources), the time of submission of those products, subscription prices, electronic methods of distribution, and promotion [9]. As per Ubogu [10], libraries have historically maintained positive relationships with users, necessitating the adaptation of technological innovations to heighten user satisfaction.…”

“…This becomes particularly relevant with the surge in the utilisation of electronic information services and the proliferation of e-information sources. Achieving this objective involves adeptly applying marketing techniques and effectively implementing marketing strategies [9]. Libraries, inherently user-centric, have long embraced marketing principles, predating the widespread recognition of the term in the library sector.…”