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Full-Text Articles in Marketing
Leatherby Libraries From Home: Online And Social Media Response To The Covid-19 Pandemic, Rachel Karas, Essraa Nawar
Leatherby Libraries From Home: Online And Social Media Response To The Covid-19 Pandemic, Rachel Karas, Essraa Nawar
Library Articles and Research
Starting March 11, 2020, the day that Chapman University announced that classes would transition immediately to remote in response to the COVID-19 pandemic, the Leatherby Libraries dramatically shifted its marketing strategy and the use of social media to communicate with the student body, faculty, staff, and other community member followers. The Leatherby Libraries used social media during the COVID-19 crisis as both a means of communicating urgent messages to its patrons and also as a tool for engaging community members in the absence of traditional
library tours, events, and exhibits.
Virtually (Im)Possible: Transitioning To A Virtual Marketing And Outreach Program, Laura Wilson, Corinne Gabriele, Alex Mcconnon, Susan Skoog, Nicole Tantum, Lisa Villa
Virtually (Im)Possible: Transitioning To A Virtual Marketing And Outreach Program, Laura Wilson, Corinne Gabriele, Alex Mcconnon, Susan Skoog, Nicole Tantum, Lisa Villa
Staff publications
This article outlines the challenges and successes of a library outreach team at a small New England college campus during the COVID-19 pandemic. In March of 2020, the highly residential College of the Holy Cross in Worcester, Massachusetts, sent almost all students home to continue their classes online—yet no online classes had ever been taught at the college before. For the first time ever, the college’s libraries were in the position to rebuild all promotional communications and activities from scratch—pivoting from a largely in-person setting to an entirely virtual setting. The team quickly created and launched social media campaigns and …
Social Media & Hr: A Bibliometric Analysis, Divyanshu Pawaskar Mr., Priya Sharma Ms., Sanjay Bhattacharya Mr., Monica Kunte Dr., Netra Neelam Dr., Preeti Mulay Dr.
Social Media & Hr: A Bibliometric Analysis, Divyanshu Pawaskar Mr., Priya Sharma Ms., Sanjay Bhattacharya Mr., Monica Kunte Dr., Netra Neelam Dr., Preeti Mulay Dr.
Library Philosophy and Practice (e-journal)
From an HRM standpoint, the better an organisation is able to manage their workforce, the better their performance will be. In doing so, social media nowadays play a major role to this end. Be it talent acquisition, employee engagement, talent management or enhancing employer value proposition, social media profiles are playing a big role for organisations. The onus of which lies to a large extent on the shoulders of the HR department. Merely having pages on social media platforms do not suffice. Proper management and audience engagement become the key for HR. It is not sufficient to just have a …
Communication During A Crisis: Keeping Our Patrons Informed During The Covid-19 Pandemic, John P. Delooper, Michelle Ehrenpreis
Communication During A Crisis: Keeping Our Patrons Informed During The Covid-19 Pandemic, John P. Delooper, Michelle Ehrenpreis
Publications and Research
This article discusses the Leonard Lief Library’s communications strategy to keep its patrons informed during the COVID-19 crisis. The Leonard Lief Library at Lehman College (CUNY) made use of its website, social media, and research guides to effectively convey timely information about service changes, library resources, and to improve outreach activities to our patron community while the library’s physical building was closed to its students, faculty, and staff.
Asserting Librarian Expertise And Value In Strategic Marketing Efforts, Memo Cordova, Elizabeth Ramsey
Asserting Librarian Expertise And Value In Strategic Marketing Efforts, Memo Cordova, Elizabeth Ramsey
Library Faculty Publications and Presentations
This case study of librarian-led marketing efforts at a mid-size academic library examines workarounds to obstacles that librarians frequently encounter when taking on marketing for their libraries. These obstacles often stem from a combination of misunderstanding and/or misplaced priorities at both the unit and administrative levels. Challenges in this case study include a number of factors: no marketing strategy at the administrative level, a lack of understanding from colleagues generally, little time to complete tasks or improve marketing skills, and no dedicated funding. To address these challenges the authors embarked on an internal marketing campaign engaged extensively on social media …
Investigation Of Factors That Influence Public Librarians’ Social Media Use For Marketing Purposes: An Adoption Of The Technology Acceptance Model And Theory Of Planned Behavior, Soohyung Joo, Namjoo Choi, Lindsey M. Harper
Investigation Of Factors That Influence Public Librarians’ Social Media Use For Marketing Purposes: An Adoption Of The Technology Acceptance Model And Theory Of Planned Behavior, Soohyung Joo, Namjoo Choi, Lindsey M. Harper
Information Science Faculty Publications
This study aims to explore multiple factors that are associated with social media use by public librarians for marketing purposes. Based on the technology acceptance model and theory of planned behavior, the effects of five factors—usefulness, ease of use, attitude, subjective norms, and behavioral control—on social media use intention were examined. A survey was conducted, and 462 valid responses were collected from public librarians across the United States. The findings revealed that all five factors have a significant impact on librarians’ intention to engage in social media activities for library marketing. Perceived behavioral control factors were the most influential on …
Utilising Social Media To Improve Relationship Quality: The Case Of The University Library, Melissa N. Clark, Scott Bacon
Utilising Social Media To Improve Relationship Quality: The Case Of The University Library, Melissa N. Clark, Scott Bacon
Library Faculty Publications
As the centre of academic life at a university, the university library plays an important role in how students perceive their relationship with the university. This study analyses the effect that participation in library social media has on student perception of relationship quality with the university. The hypotheses proposed in this study were found to be substantiated: following the library on social media is positively related to a student's perception of their relationship quality with the university; students interested in multiple library services are likely to report the perception of a higher quality relationship with the university.
Pins, Smores And Doodles: 15 Creative Ways To Use 5 Social Sharing Tools, Lauren Puzier, Abby Stambach
Pins, Smores And Doodles: 15 Creative Ways To Use 5 Social Sharing Tools, Lauren Puzier, Abby Stambach
University Libraries Faculty Scholarship
This presentation demonstrates ways Pinterest (interest boards), Smore (flyer design), Doodle (online scheduling), Piktochart (infographics) and Bunkr (online presentations) can be utilized by librarians to take the lead on campus with the latest technology and connect the library with the campus community.