“…Technology frees librarians from physical boundaries (Shumaker, 2009) and allows them to be present where their services are truly useful. Embedding products and services should be seen as a way to venture beyond the library walls (Shumaker, 2009), to build relationships, to collaborate and partner with clients, to maintain visibility (Kesselman and Watstein, 2009; Hoffman and Ramin, 2010; Tumbleson, 2016), to actively participate in virtual classrooms, whether fully online or blended (York and Vance, 2009), and to provide customized information products and services that will address the needs of the users (Burke and Tumbleson, 2016). In addition, when embedded librarians are proactive in their interactions with their clients, they have the ability to change the dynamics of the roles of the service provider (the library) and the customer (the students) (Nargakar and Murari, 2010).…”