Purpose: Electronic marketing of library resources and students patronage in University libraries of Akwa Ibom State was examined in this study. Five research questions and hypotheses were formulated to guide the study.
Design: Survey research design was employed in the study. The population of the study was two thousand and sixteen (2016) registered library users from four University libraries in Akwa Ibom State out of which six hundred and four (604) registered library users were sampled representing thirty percent (30) of the population. A structured questionnaire was developed and face validated by the researchers before being used to elicit information from the respondents. Four (4) of the questionnaires were invalid. Frequency distribution and percentages were used to analyse the research questions.
Findings: University libraries in Akwa Ibom State were yet to effectively explore the opportunities presented by web 2.0 and other emerging technologies to market their information resources. Website, email and Facebook accounts are available in the library but they are not used for marketing of resources.
Practical implications: The inability to explore the unlimited opportunities presented by these technologies in marketing of information resources adversely affects patronage. Several library users were unaware of the library’s existing collections.
Originality/value: The results and findings of this study were primarily derived and analysed by the authors. It is an exclusive study in the field of library and information science. The study will help inform management of University libraries in Akwa Ibom State of the need to capitalise on the prospects presented by electronic technologies to market their information resources for improved patronage.
Keywords: E-marketing, Library resources, emerging tools, Instagram, Multimedia content