Libraries at University of Nebraska-Lincoln

 

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Article

Abstract

This study examined the influence of marketing on use of library services by postgraduate students in two federal universities in Nigeria. Descriptive survey design was adopted for the study. The population comprises of 12,386 master degree student and 122 library personnel at University of Ibadan and University of Ilorin, Nigeria. The multi-stage sampling technique was used to select the sample size of 326 master’s degree students and total enumeration sampling technique was used for the library personnel. Hence, 326 copies of questionnaire were administered on the samples. However, only 309 students and 88 library personnel returned their copies filled and validated for the study, which represents 94.8% of the population of students and 72.1% of library personnel. Findings revealed that library personnel in the university libraries provide photocopying, literature search, current awareness services, circulation of periodical contents, newspaper clippings, reference service, notification about conferences/seminars/workshops, among others to postgraduate students. It was shown that the postgraduate students regularly used circulation of periodical contents and reference services daily. The methods of marketing adopted by the library personnel include: library website, university/library bulletin, lecturers, notice board, newspaper, text message (SMS), among others. The study established that there is a significant relationship (r = .438**; p < 0.05) between library marketing and library services provision in two federal universities in Nigeria. Similarly, there is a significant relationship (r = .466**; p < 0.05) between library marketing strategies used for postgraduate students and their use of library services in two federal universities in Nigeria. The study results show that marketing influences use of library services in the two federal universities in Nigeria. It was therefore recommended that librarians should improve on the strategies for library marketing to enhance their services.

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