Date of this Version
Purpose: the prime purpose of this research study is to investigate the application of social media in the marketing of library sources and Services in the university libraries of Pakistan.
Research Design/Methodology/approach: Data were gathered using a survey method and a quantitative research methodology. The Pakistani university librarians were the source of the data, which was gathered both offline and online. With the aid of SPSS and other analysis software, 100 valid responses in all have been examined.
Findings: the Research findings revealed that university librarians of Pakistan are well aware of the very application of social media in the marketing of library sources and services. The result shows that majority of the university libraries are using social media for the marketing of library sources and services. However, the librarians have identified that Facebook is a more suitable tool for the marketing of library sources and services. The research result has confirmed that university librarians are well aware of the needed skills and knowledge how to implement social networking sites to market the library sources and services. The results also described that university librarians use some of the tools/methods to analyze the marketing feasibility at the country level
Practical Implications: This research helps library and information workers at the international and national levels understand how social networks might be used to provide library resources.
Limitation: the present Research is purely consisted to the university librarian four provinces and twin cities of Pakistan.
Originality/value: This research demonstrates the value of social networking sites platforms for the marketing of library resources and services and makes a contribution to the fields of library and information science and information management. Flexible marketing platform should be created by the university libraries using social networks sites in order to promote their resources and services. The higher authority should support this effort.