Youth marketing development of special libraries in the digital era: viewpoint from the Taste Library with 7Ps marketing mix

Abstract

PurposeIn the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation and a heightened emphasis on library marketing. Special libraries, in particular, rely heavily on patrons for survival, often due to their private ownership and limited resources. This paper aims to discuss the aforementioned objectives.Design/methodology/approachThis paper examines the Taste Library, a special library in Hong Kong, and analyzes its current practices based on an interview with its founder, website content, and social media presence. The 7Ps Marketing Mix model is employed to assess the strengths and weaknesses of the library's current market position.FindingsThe Taste Library's existing practices exhibit limitations in attracting young patrons. To address this issue, we propose marketing strategies focused on enhancing social network presence, offering digitized content, and engaging in school outreach.Practical implicationsBy concentrating on youth marketing, this study offers valuable insights for special libraries in developing strategic plans for transitioning and maintaining sustainability.Originality/valueFew studies concentrate on marketing small special libraries, particularly in the East, within today's digitized economy.

Guest editorial: Contemporary learning behaviors on mobile devices and social media – part II

“…The second theme of this issue focuses on the application of emerging technologies to education, such as virtual reality (VR) (Suen et al , 2020) and augmented reality (AR) (Lo et al , 2017, 2019). Such emerging technologies can engage learners, such as animations and games (Hsu and Lin, 2023; Hsu and Liang, 2022), apart from engaging users with social media (Chan et al ., 2020; Fong et al ., 2020; Kwan et al , 2023; Lam et al , 2023).…”

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.…”

Guest editorial: Contemporary learning behaviors on mobile devices and social media

“…The fifth theme of this issue focuses on emerging technologies to engage learners, such as animations and games (Hsu and Lin, 2023; Hsu and Liang, 2022), apart from engaging users with social media (Lam et al , 2023; Chan et al , 2020; Fong et al , 2020; Kwan et al ., 2023).…”