Marketing to teens: a study of two New Zealand public libraries

Biggs, Helen Frances; Calvert, Philip

doi:10.1108/lm-04-2013-0033

Cited by 6 publications

(4 citation statements)

References 13 publications

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“…The solutions proposed by the survey respondents for effective communication are in line with, and in fact more detailed than, some previous studies (for example, Biggs and Calvert, 2013; Rossmann, 2019; Widdersheim and Koizumi, 2017) which outline creating a sustainable and consistent communication plan across all platforms and venues for different audiences. This fact validates the value embedded in the guidance offered by these administrators of award-winning public libraries.…”

Section: Findings and Discussionsupporting

confidence: 59%

“…After analyzing five scenarios of various changes introduced by implementing innovative technology solutions, Conrad (2018) concludes that communication is critical for getting people excited about any innovation and cultivating enthusiasm for changes introduced by innovations. The findings of a study on marketing innovations in two public libraries to teenagers in New Zealand suggest that libraries need to compose effective communication messages that resonate with different audiences when advertising innovations (Biggs and Calvert, 2013). Also, since public libraries are often funded by local government agencies, innovations should be co-branded and placed within the context of the local government’s strategic endeavors.…”

Section: Literature Reviewmentioning

confidence: 99%

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Best practices for managing innovations in public libraries in the USA

Potnis

Winberry

Finn

2020

Journal of Librarianship and Information Science

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Public libraries serve as anchors for thousands of communities across the United States. Innovations are critical for the survival and relevance of public libraries in the country. Few studies, if any, identify the best practices for managing innovations in public libraries based on the experiential guidance shared by administrators of public libraries that are recognized for their innovations. This empirical study fills in the gap by identifying the challenges and solutions for managing innovations in public libraries in the USA. A thematic content analysis of qualitative responses collected through an online anonymous survey of 219 administrators of 211 innovations in 106 urban public libraries awarded for their innovations revealed 30 unique challenges to planning and implementing innovations and an equal number of solutions, which were then organized into five clusters: strategy, finance, organizational behavior, human resource management, and communication. Administrators and staff in public libraries need to develop competencies in these five areas to better manage innovations in the future. Other public libraries can learn, apply, and benefit from these best practices. The best practices for managing innovations, if applied, can enhance the perceived and real value of public libraries to their local communities.

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Section: Findings and Discussionsupporting

confidence: 59%

Section: Literature Reviewmentioning

confidence: 99%

Best practices for managing innovations in public libraries in the USA

Potnis

Winberry

Finn

2020

Journal of Librarianship and Information Science

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“…Как указывают исследователи [6][7][8][9][10], до сих пор основное содержание маркетинга в библиотеках сводится в большей степени к созданию и поддержанию бренда и маркетингу услуг, при этом, например, среди общедоступных публичных библиотек более распространено применение маркетинговых технологий в отдельных подразделениях.…”

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Трендов Library Marketing: Trends Analysis

Rykhtorova

2020

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Active changes are taking place in determining the place of libraries in cultural, scientific, education and information infrastructures of the society. Assuming, that with the help of marketing it is possible to form public opinion about the specific library as well as about libraries in general, and also obtain support from library stakeholders, increase the visibility of libraries and enlarge the market share, specialists are adjusting marketing to the conditions of libraries’ functioning. The purpose of this study is to justify the importance of introducing marketing policy into the libraries’ activities.

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“…Although there is no generally accepted definition, library scholars acknowledge that it involves strategic planning (Naikwadi & Chaskar, 2012), market research (Potter, 2012), segmentation (Yi, 2016) and the application of marketing principles in libraries (Biggs & Calvert, 2013;Garoufallou et al, 2013) for meeting the needs and wants of customers. More specifically, Iwu-James, Haliso and Ifijeh (2020) defined marketing concerning library and information services as the process of planning, pricing, promoting, and distributing goods and services to create exchanges that satisfy the library and the customer.…”

Section: Library Marketingmentioning

confidence: 99%

Social Media Strategies for Marketing in University Libraries: Undergraduate User Attitudes and Motivation for Engagement

Ihejirika¹

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<p>Social media has dramatically revolutionised the way people communicate and interact in the 21st century. The benefits of these tools are manifested in the increasing uptake worldwide by individuals, groups and organisations for knowledge exchange and marketing purposes. The academic/university library is no exception to this. As librarians seek to understand the ever-changing information needs of their customers, they must consider alternative means of interaction which social media offers. However, despite the attractiveness of social media outlets, university libraries cannot yet claim to have understood fully how to utilise them for marketing purposes effectively. Although studies on social media have received extensive attention in academic literature, little research has been conducted in the specific area of social media engagement. With many librarians bemoaning the lack of engagement from users on social media owing to negative attitudes, it is relevant to explore factors that affect sustainable social media engagement. This is a perspective that has been underexplored, particularly through the application of a strong theoretical base anchored on persuasion and attitude change. Underpinned by the theoretical foundations of the Elaboration Likelihood Model and the Strategic Social Media Marketing Framework, this study explores the factors that affect social media engagement of undergraduate student users with the university library. Employing a mixed-method approach, the study utilised semi-structured interviews, a questionnaire and content analysis to gather data from six university libraries in Nigeria that was used to examine the social media engagement phenomenon. The interview results revealed that participating libraries failed to plan the adoption and management of social media carefully. Evidently, among the participating libraries, only a few commenced with a defined purpose, which often is neither management-driven nor guided by policy. These purposes were focused on promoting library resources and services and getting traffic to the library website. Results of analysed social media data confirmed this, revealing that posts were made infrequently, lacked creativity, and generated a low engagement rate. The result of a multiple regression revealed that argument feature (post content, language, and type) is a significant influencer in the predictions of factors that motivate undergraduate students to engage with the library on social media, while an ANOVA test indicated that course offerings influence students’ attitude to the library and how they perceive the library on social media. The implications of these results are discussed, informing the theoretical and practical contribution. A principal theoretical contribution is a framework titled Sustainable Library Social Media Marketing Management that explains high-level social media management in the library. The study provides a blueprint for practising librarians with insights on managerial factors and considerations for user engagement as well as ideas for the purposeful planning of social media marketing activities.</p>

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Marketing to teens: a study of two New Zealand public libraries

Cited by 6 publications

References 13 publications

Best practices for managing innovations in public libraries in the USA

Best practices for managing innovations in public libraries in the USA

Трендов Library Marketing: Trends Analysis

Social Media Strategies for Marketing in University Libraries: Undergraduate User Attitudes and Motivation for Engagement

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