An Evaluation of Social Media Use in Marketing of Academic Library Services to Postgraduate Students: a Case of Mahatma Gandhi Graduate Library, University of Nairobi-Kenya

Abstract

The purpose of the study was to evaluate the utilization of social media use in the marketing of library services at the University of Nairobi's (UoN) library system with specific reference to UoN's Mahatma Gandhi Graduate's Library (MGGL). This study was anchored on five main objectives: to examine the rationale for social media adoption in the marketing of library services to postgraduate students; to determine the extent of use of selected social media applications (Facebook, Twitter, Email, and WhatsApp) in the marketing of library services to postgraduate students; to establish perception of library staff; and graduate students on the effectiveness of social media in the marketing of library services; and to suggest recommendations for adoption of social media in the marketing of library services to postgraduate students at UoN's MGGL. The study employed a blend of two marketing relationship theories; the 7Ps by Booms & Bitner (1981); and 4Cs by Robert F. Lauterborn as frameworks. Descriptive case-study research; and a mixed-method approach was adopted. The study targeted a sample size of 7 library staff and 120 postgraduates as units of analysis, but due to the effects of Covid 19, the study opted for 70 postgraduate students. The study used non-probability sampling techniques involving; purposeful, convenience, and snowballing. In obtaining primary data, the study used interviews and questionnaires as data collection methods which helped gather in-depth information from the respondents in the field. The piloting of the study was to ensure the validity and reliability of the instruments. The data obtained was analyzed and computed through MS-EXCEL, a package of descriptive statistics. The finding from the study established; none of the social media platforms currently in use to market the services to postgraduate students by the library. From the study findings, ''it can be concluded, the academic libraries still face a myriad of challenges in adopting social media use in the marketing of services" The study recommended the need for social media adoption, marketing policy, lobbying for the ICT budget, and staff training. In a nutshell, the study is very relevant, especially to the policymakers responsible for the management of academic libraries.