International Journal of Academic Research in Education and Review

Vol. 9(3), pp. 151-159, April 2021

ISSN: 2360-7866

DOI: 10.14662/IJARER2021.100

 

Full Length Research

 

 

Marketing Strategies as determinant of Library Use among Undergraduates in Public Universities in Lagos State, Nigeria

 

¹OYENIYI, Wosilat O., ²MADUKOMA, E. (PhD) and ³OKORO, O. (PhD)

 

¹Department of Information Resource Management, Babcock University, Ilishan Remo, Ogun State, Nigeria

²Department of Information Resource Management, Babcock University, Ilishan Remo, Ogun State, Nigeria

³Department of Information Resource Management, Babcock University, Ilishan Remo, Ogun State, Nigeria

 

Accepted 30 April 2021

Abstract

The study investigated marketing strategies and library use by undergraduates in public universities in Lagos State, Nigeria. Thus ascertaining the marketing strategies used by libraries, the purpose of library use and frequency of library use by the students. Descriptive survey research design was employed and the multistage sampling technique was used. Hence, a sample 368 undergraduates from the two public universities in Lagos State participated in the study. Structured questionnaire was administered to the respondents online for data collection. Descriptive statistics was used for data analysis. Findings revealed that most of the students used the library for reading in preparation for their examinations, to find specific information in their field of interest as well as for doing their assignments. The study equally revealed that over three-quarters of the research participants used the library e-resources, text books very often for assignment and preparation for examination. The result also showed that most of the library products and services were displayed online and physically. University/library bulletin, newspaper, posters and flyers are used to promote library services. Other promotional channels used by libraries are television, radio, text messages, e-mails and the social media. It could therefore be concluded that marketing strategies are very germane to library use by undergraduates in public universities in Lagos State, Nigeria. Management of university libraries should, therefore, have periodic newsletters to share interesting events with the university populace, which will also be used to promote the library and to publicize their periodical events.

 

Keywords: Marketing, Marketing strategies, library use, undergraduates