Vol. 9(4), pp. 90-101, May, 2021.

ISSN: 2384-6151

DOI: 10.14662/IJEBM2021.090

 

 

Full Length Research

 

Influence of Marketing Strategy on Public Library Patronage in Akwa Ibom State

 

1Edikan Edikan Umoren and 2Dr. Enziwanyi Madukoma

 

1Information Resources Management, Babcock University, Ilishan Remo, Ogun State  

2Information Resources Management, Babcock University, Ilishan Remo, Ogun State

 

 

Accepted 23 May 2021

Abstract

 

This article investigated the influence of marketing strategy on public library patronage in Akwa Ibom state. A research survey design was adopted for the study. 380 users were sampled out of a population of 7529 users under study using the Taro Yemane sampling technique. A structured and validated questionnaire was used for data collection. Data was analyzed using the SPSS software, frequency distribution and percentages. Purpose of visit and marketing strategy were analyzed using mean and standard deviation. Regression was used in analyzing the hypothesis. It was proven that Marketing strategies will positively and significantly influence public library patronage in Akwa Ibom State( R = .953, R2= .903, F = 3700.193). It was recommended that librarians should take advantage of marketing strategies to boost patronage of their libraries. Furthermore, Akwa Ibom state library board should employ marketing strategies to boost patronage of public libraries in Akwa Ibom state. Librarians should make use of television, radio and social media to promote library services.

 

Keywords: Marketing, marketing strategy, public library, patronage

 

Cite This Article As: Umoren, E.U., Madukoma, E. (2021). Influence of Marketing Strategy on Public Library Patronage in Akwa Ibom State. Inter. J. Econ. Bus. Manage. 9(4): 90-101