Application of Social Networking in Library Services Marketing: Implications of E Word-Of-Mouth

Siddike, Md. Abul Kalam

ISBN 10: 3846534250 / ISBN 13: 9783846534250

Published by LAP LAMBERT Academic Publishing, 2012

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Bibliographic Details

• Title: Application of Social Networking in Library Services Marketing: Implications of E Word-Of-Mouth
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2012
• Language: English
• ISBN 10: 3846534250
• ISBN 13: 9783846534250
• Binding: Paperback
• Condition: Like New
• Book Type: book

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Synopsis

The main objective of this study is to investigate the use of social networking sites (SNSs) for marketing of academic library services. Specifically the objectives are to: explore the use of SNSs by academic libraries, investigate the perceptions of academic librarians towards marketing of library services through SNSs, and determine the predictors that may influence users’ engagement in the electronic word-of-mouth (eWOM) via SNSs. This study employs the qualitative and quantitative approach. It is conducted sequentially in three phases. First, the priority is to explore the social networking sites (SNSs) used by the academic libraries in Malaysia by means of web analysis of academic library websites and library SNSs pages. The second phase involves structured interviews to investigate the perceptions of academic librarians on the use of SNSs for marketing of academic library services. Finally, the third phase focuses on quantitative method through a survey to determine the predictors that influence user’s engagement in electronic word-of-mouth (eWOM) through SNSs.

About the Author

Md. Abul Kalam Siddike is currently a research student at the School of Knowledge Science in Japan Advanced Institute of Science and Technology, Japan under Ministry of Education, Culture, Sports, Science and Technology (Monbukagakusho) scholarship. His areas of research interest include Web 2.0 technologies, service innovation, service science.