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- Publisher Website: 10.1016/j.acalib.2020.102188
- Scopus: eid_2-s2.0-85087286325
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Article: Social media as a platform in academic library marketing: A comparative study
Title | Social media as a platform in academic library marketing: A comparative study |
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Authors | |
Keywords | Facebook Social media Library marketing Quantitative study |
Issue Date | 2020 |
Publisher | Pergamon. The Journal's web site is located at http://www.elsevier.com/locate/jacalib |
Citation | The Journal of Academic Librarianship, 2020, v. 46 n. 5, p. article no. 102188 How to Cite? |
Abstract | Social media like Facebook have become popular tools for different organizations like libraries in marketing practice. To build relationships with library users, libraries hope social media can engage its user communities actively with their collections, services, and activities. This paper aims at evaluating the effectiveness of using social media as a platform in marketing through a questionnaire on the Facebook page of the University of Hong Kong Libraries (HKUL), comparing the perspectives of students and faculty members. Both the current situation of HKUL's Facebook page and the reasons affecting users' interest and participation in the page are evaluated, in order to suggest better strategies for the library to deal with the needs of library users in the future. Other university libraries can also gain new insights from the study. This research has the following key findings: 1. The marketing practices of HKUL's Facebook page generally did not receive adequate attention and reactions from users; 2. Students were more engaged than faculty members in HKUL's Facebook page, as students use more varieties of library services than faculty members; 3. User needs, social media content, and interactions generally affected user acceptance of the library's Facebook marketing. |
Persistent Identifier | http://hdl.handle.net/10722/286381 |
ISSN | 2023 Impact Factor: 2.5 2023 SCImago Journal Rankings: 0.858 |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Cheng, WWH | - |
dc.contributor.author | Lam, ETH | - |
dc.contributor.author | Chiu, DKW | - |
dc.date.accessioned | 2020-08-31T07:03:03Z | - |
dc.date.available | 2020-08-31T07:03:03Z | - |
dc.date.issued | 2020 | - |
dc.identifier.citation | The Journal of Academic Librarianship, 2020, v. 46 n. 5, p. article no. 102188 | - |
dc.identifier.issn | 0099-1333 | - |
dc.identifier.uri | http://hdl.handle.net/10722/286381 | - |
dc.description.abstract | Social media like Facebook have become popular tools for different organizations like libraries in marketing practice. To build relationships with library users, libraries hope social media can engage its user communities actively with their collections, services, and activities. This paper aims at evaluating the effectiveness of using social media as a platform in marketing through a questionnaire on the Facebook page of the University of Hong Kong Libraries (HKUL), comparing the perspectives of students and faculty members. Both the current situation of HKUL's Facebook page and the reasons affecting users' interest and participation in the page are evaluated, in order to suggest better strategies for the library to deal with the needs of library users in the future. Other university libraries can also gain new insights from the study. This research has the following key findings: 1. The marketing practices of HKUL's Facebook page generally did not receive adequate attention and reactions from users; 2. Students were more engaged than faculty members in HKUL's Facebook page, as students use more varieties of library services than faculty members; 3. User needs, social media content, and interactions generally affected user acceptance of the library's Facebook marketing. | - |
dc.language | eng | - |
dc.publisher | Pergamon. The Journal's web site is located at http://www.elsevier.com/locate/jacalib | - |
dc.relation.ispartof | The Journal of Academic Librarianship | - |
dc.rights | This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. | - |
dc.subject | - | |
dc.subject | Social media | - |
dc.subject | Library marketing | - |
dc.subject | Quantitative study | - |
dc.title | Social media as a platform in academic library marketing: A comparative study | - |
dc.type | Article | - |
dc.identifier.email | Chiu, DKW: dchiu88@hku.hk | - |
dc.description.nature | postprint | - |
dc.identifier.doi | 10.1016/j.acalib.2020.102188 | - |
dc.identifier.scopus | eid_2-s2.0-85087286325 | - |
dc.identifier.hkuros | 313617 | - |
dc.identifier.volume | 46 | - |
dc.identifier.issue | 5 | - |
dc.identifier.spage | article no. 102188 | - |
dc.identifier.epage | article no. 102188 | - |
dc.identifier.isi | WOS:000568985800024 | - |
dc.publisher.place | United Kingdom | - |
dc.identifier.issnl | 0099-1333 | - |