Social Media As A Marketing Tool For Electronic Resources Among Postgraduate Students In Reference To United States International University Africa (Usiu-A) Library In Kenya.

Abstract

Social media is a new phenomenon that is cutting across all sectors. It has especially proved effective in carrying out marketing due to its potential to reach a large customer base. This study thus aimed at assessing the use of social media in marketing electronic resources in the library. The objectives of the study were: to find out the social networks platforms used to market electronic resources; to evaluate effective strategies used for marketing electronic resources through social media and to establish the challenges of using social media to market electronic resources. The use of social capital theory in this study, helped in understanding the resourcefulness of social media in marketing e-resources. This study adopted a case study design, the study used specifically USIU-A library as the case for this study. The target population was the graduate students in USIU-A, and the library staff. A sample size of 82 respondents was used in this study. Stratified random sampling technique was used to select 72 respondent out of 1759 student population that was calculated through Yamane’s formula (1967). Purposive sampling was used to draw a sample size of 10 librarian out of 27 librarians. Data was collected through questionnaires and interview schedules and analyzed through descriptive statistics. The results of the study showed that majority of the respondents, 94% regularly interacted with social media platform. YouTube was the most effective platform for marketing of electronic resources. The strategies used in marketing e-resources on social media include: online competition and online guide materials. The challenges in marketing e-resources in social media include: social media noise and financial constraints. This study recommended that librarians should intensify e-resources marketing in social media platforms, budget for social media marketing should also be set and information literacy be enhanced. This study will benefit students by informing them of available e-resources in the library. The results will also inform educational planners, administrators, library management and librarians on how to improve on the marketing services in the library.