Social media aesthetics as part of academic library merchandising

Abstract

PurposeThe subject of this paper is the phenomenon of social media aesthetics, which can be perceived as a tool for promoting and building the image of libraries, especially in terms of merchandising. The aim of this paper is to analyse the potential of the dark academia social media trend in the promotion of academic libraries.Design/methodology/approachThe article is based on a review of the social networking sites YouTube and Instagram and an analysis of network resources using the Brand24 tool.FindingsResources that are described by Internet users as “dark academia” are popular in social media. Dark academia as an aesthetic concept creates potential for the promotion of academic libraries, especially those that are more traditional in terms of their architecture, décor or how they offer their services.Research limitations/implicationsThe paper concerns a phenomenon which, although popular socially, has not yet been scientifically analysed in the literature on the subject. Since the topic is new and there is no scientific literature on it, the author had to base the paper on less standard sources of information (e.g. analysis of the content of social media). The article is a review, an introduction, as well as an invitation to further discussion. The author's aim is not to comprehensively cover this topic but only to draw attention to an interesting and rarely discussed issue that has great potential for practical activities.Practical implicationsThe topic has great potential for the practical improvement of the promotional activities of libraries, especially older, more traditional libraries, to create a strong and positive image on the basis of characteristics often perceived as weaknesses.Social implicationsSocial media services are powerful social impact tools. Showing the potential role of social media aesthetics for cultural institutions could serve to make the public more aware of the role of the proper use of social media for promotion and image building.Originality/valueThe use of social media aesthetics is very rarely discussed in the subject literature.

Editorial: Advances in information and knowledge management

“…Readers may also be interested in reading further into e-trust issues on social media (Nabi et al ., 2023; Wang et al ., 2021; Wang and Tse, 2022; Ye and Ho, 2023; Yuan and Bi, 2023; Zhang et al ., 2023a, b, c), contact-tracing apps (Ho et al ., 2023a, b) and chatbots (Hsiao and Chen, 2022). Besides, readers may be interested in issues related to library promotion and marketing (Chan et al ., 2020; Cheng et al ., 2020; Fong et al ., 2020; Kwan et al ., 2023; Lam et al ., 2019, 2023; Liu et al ., 2023; Sahli et al ., 2023; Wójcik, 2022; Wu and Yang, 2022).…”

“…e-trust issues on social media (Nabi et al, 2023;Wang et al, 2021;Wang and Tse, 2022;Ye and Ho, 2023;Yuan and Bi, 2023;Zhang et al, 2023a, b, c), contact-tracing apps (Ho et al, 2023a, b) and chatbots (Hsiao and Chen, 2022). Besides, readers may be interested in issues related to library promotion and marketing (Chan et al, 2020;Cheng et al, 2020;Fong et al, 2020;Kwan et al, 2023;Lam et al, 2019Lam et al, , 2023Liu et al, 2023;Sahli et al, 2023;W ojcik, 2022;Wu and Yang, 2022). Mandel et al (2023) analyzed geographic information systems (GIS) research in two databases, Library and Information Science Source (LISS) and Library Information Science and Technology Abstracts (LISTA), and found growth in the last decade for library research using GIS to analyze service areas and to manage facilities and collections.…”

Perception and Awareness of Youth Toward the Social Advertising Campaigns Being Run by Private Brands

“…It is the most recent web based digital advertising strategy that has grown in prevalence owing to the growth of social networking sites such as Facebook, LinkedIn, and others (Nguyen et al, 2023;. Advertisement on social networking platforms, also referred as social advertising, is a paid type of organized company marketing and a means of promoting companies at a lower cost (Wójcik, 2022;Nwali, & Ntegeeh, 2022). It evolved into a global advertising platform and a customer-centric communication system to elicit a positive reaction from targeted consumers (Sheiner et al, 2021).…”

Editorial: Special selections on contemporary social media and social network research

“…Information organizations, such as libraries and museums, have gradually adopted social media to maintain a social presence for building social capital besides being widely adopted for promotion and learning aids (Chung et al , 2020; Fong et al , 2020; Ho et al , 2018; Nabi et al , 2023; Lam et al , 2019; 2023; Lei et al , 2021; Leung et al , 2023; Liu et al , 2023a, b; Li et al ., 2023; Lo et al , 2014; Jiang et al ., 2023; Mak et al , 2022; Xie, Chiu, and Ho, 2023; Xie et al , 2023a, b; Wong et al , 2023; Wang et al , 2021; Yang et al , 2022; Wójcik, 2022a; Wu and Yang, 2022), especially during the COVID-19 outbreak. Particularly, digitalization technology enables libraries to share links and content on social media to attract users (Banshal et al , 2022; Lo et al , 2019; Ocran and Afful-Arthur, 2022; Wu et al , 2022a; Xu and Du, 2022).…”