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The purpose of this paper is to present a study about a successful, award-winning online video marketing project at an academic library in China, hoping to shed light on how to most effectively employ social media in libraries' marketing campaigns.

The study examined the different aspects of the library's online video marketing project, including project preparation, video production, distribution and promotion, and evaluation of students' perception of this project via survey questionnaires. Factors that contributed to its success were also analyzed.

Four factors that contributed to the success of the library's video marketing project were identified: base video content on the real campus life, reflecting what students experience in their everyday activities; convey content in a humorous, light-hearted, and refreshing style; employ social media to share content and engage the target audience; and partner with students.

The paper helps interested librarians develop a more grounded understanding of how video sharing sites can be effectively and efficiently used as a marketing platform and how to successfully create their own video marketing campaigns.

One significant weakness in library marketing literature is the lack of empirical studies analyzing the details of creating an online video marketing campaign. This paper helps fill that void, and contributes to the growth of the knowledge about library marketing using innovative technologies.

The paper aims to centre on marketing of library and information services and to attempt to correlate marketing as a concept to the provision of library services.

The user groups are identified with library classification in the paper. The paper also highlights library management in relation to marketing its services and products.

In view of the social, economic and technological changes, the paper advocates a paradigm shift from the traditional marketing system into a more vibrant and dynamic, strategic marketing of library services/products. The paper concludes that a major marketing campaign is necessary to increase awareness and educate the library users about available library resources. This crusade can be further strengthened by the provision of the right service at the right time and the right price to the right users in the right place while supported by a quality management team.

The paper provides useful information on the marketing of library and information services.

The present paper reflects the gradual change in the need and use of the marketing concepts in libraries and information centres (LICs) and its fruitful effects in the service to the library users, and studies marketing of information products/services in LICs of R&D institutions of Council of Scientific & Industrial Research (CSIR) of India. The paper discusses the role of these LICs including marketing approach, need and application of a marketing program with the help of a survey. For the survey, data were collected through a detailed mailed questionnaire along with interviews. The findings reveal that librarians have a positive attitude towards the different aspects of marketing of a library's information products/services. The study recommends that currently efforts for increasing user‐awareness and separate financial support are requisite for efficient marketing. Instead of scattered approaches and different styles, a coherent view must be taken.

Examines the relationship between marketing theory and actual marketing practice in British public libraries today. Marketing theory, as applied to libraries, is looked at first. This idealized view is then compared with what actually happens in the public library services of Newcastle upon Tyne and Liverpool, with special reference to thc Central Library in eaeh case. The conclusion is that marketing af library services in the two cities bears little relationship to marketing theory, and that this situation must change if library services are to have a long future.

A study of selected information providing institutions, in particular special libraries, in Gaborone, Botswana, reveals that a majority are in favour of marketing their services to their users. In practice, very few libraries undertake formal marketing planning and prepare marketing plans. Marketing was therefore unplanned. Promotion is the most commonly used element of the marketing mix. However, library marketing can no longer be confined to this one element. The whole range of marketing activities is needed for the effective management of special libraries. It is only through planning, as advocated by the Kotler‐Andreasen‐Keiser approach, that marketing will cease to be equated with promotion and take on its full potential as a vital management tool.

The purpose of this paper is to examine the use of social media in the marketing of academic library resources and services in Kuwait and identifies the factors related to the use of social media applications in marketing academic libraries.

A quantitative data-collection approach using a paper and online questionnaire has been employed to elicit the opinions of librarians working in academic libraries in Kuwait in both private and public institutions. In total, 89 valid questionnaires have been analyzed using descriptive (frequencies, percentages, means and standard deviations) and inferential statistics (factor analysis, correlations, experimental analysis and regression).

The study shows that the academic librarians have a positive perception toward the use of social media. The identified factors relating to the use of social media for marketing library information resources and services are the usefulness of social media tools in raising awareness and in providing needs analysis and satisfaction assessments. However, management support for the use of social media for library marketing is poor.

This study provides insights into the factors related to the use of modern social media platforms to promote information resources and services at academic libraries to provide outreach services to current and potential users.

This research contributes to the field of information studies as it highlights the importance of using social media platforms in marketing academic library information resources and services. Library administrators could use the results to develop social media marketing plans to effectively promote their library resources.

This paper aims to describe marketing methods, techniques and activities used in Greek academic libraries and their staff perceptions regarding the importance of marketing applications. In addition, it identifies factors which hinder the uptake of marketing, and investigates the evaluation methods used.

There are 151 central and departmental academic libraries in Greece, yet there is limited published research concerning their marketing activities. Therefore, it was intended to discover the reasons behind the low/non-use of marketing in Greek academic libraries. A three-section questionnaire was designed as the main research tool and distributed to 151 libraries. Survey results are presented and analysed according to the structure of the questionnaire.

Whilst marketing techniques and methods are used in academic libraries worldwide, the spread of marketing in Greek academic libraries proved to be limited. Basic operational problems were identified as the main barrier to greater uptake. Nevertheless, the majority of Greek academic librarians realize the importance of marketing, but they still have a long way to go in terms of understanding and adopting marketing concepts in their provision of services.

A quantitative survey was employed to determine the current situation, and examine the attitudes and perceptions of librarians in Greek academic libraries. However, the rapidly changing information environment and the increased international interest in academic library marketing have necessitated further research.

The paper presents research on staff perceptions and attitudes, towards marketing activities in Greek academic libraries. However, there is limited published research on the topic. Additionally, it is the first attempt to discover the extent to which marketing is used in Greek libraries' services' provision. The research depicts marketing techniques and methods used in Greek academic libraries and compares its results with international practices.

This study aims to explore the factors influencing intentions to use library social media marketing accounts from users’ perspectives to help libraries use social media to provide targeted information services to users to meet their information needs.

This study is based on the technology acceptance model and theory of planned behaviour and uses WeChat as an example to build the model of factors influencing intentions to use library social media marketing accounts. It takes college students as the research object, performing empirical research through questionnaire surveys and structural equation modeling.

The results show that attitude, subjective norm and perceived behaviour control have a significant positive impact on library social media marketing – attitude exerts the most significant effect while the impact of perceived usefulness is nonsignificant. Notably, attitude completely mediates perceived usefulness and use intention, while perceived usefulness partially mediates perceived ease of use and attitude. However, birthplace plays a negative moderating role between attitudes and use intention.

This study integrates the theory of planned behaviour and technology acceptance model, discusses the factors influencing intentions to use library social media marketing accounts from the users’ perspectives and proposes strategies and methods for the optimization of library social media marketing. The study helps enhance the effects of library social media marketing by improving the comprehension of current circumstances and influencing factors relevant to this issue.

The purpose of this paper is to report research into the marketing and promotion of e‐books, and use this as a case study context to generate insights into approaches in academic libraries to the marketing of new services. As such it contributes to the limited empirical research on both the introduction of e‐book services and on marketing in academic libraries.

Semi‐structured interviews were conducted with 25 academic librarians, in seven case study libraries, holding the following posts: subject librarians, e‐resources librarians, or cataloguers. Interviews focussed on: the existence of a promotion/marketing strategy for e‐books; the marketing and promotion tools used to promote e‐books; promotion via academics; the issues and challenges in promoting e‐books; and future plans for the promotion of e‐books.

None of the libraries had a marketing communication strategy relating to e‐books, yet, on the other hand, most interviewees were able to point to a range of tools used to promote e‐books, and some had plans for improvements in their promotion activities.

This study demonstrates a laissez faire approach to the marketing of potentially significant new services from academic libraries – providing access to e‐books. Recommendations for development focus on taking a strategic approach to marketing and promotion, managing tensions between promotion and supply, innovation in promotional tools, and influencing word‐of‐mouth.

This paper aims to investigate the adoption of marketing techniques in academic libraries in Ghana, and how they are applied in the promotion of their services to patrons.

Adopting the qualitative research approach, a total of 21 professional and para-professional library staff from three private universities participated in the study. The main data collection instrument was the use of semi-structured interviews. Data gathered was analysed, discussed and presented thematically.

The findings revealed that the study's participants are fully aware of the benefits of inculcating marketing activities into their daily routines and were making efforts at making their users aware of their products and services with the use of various strategies including the deployment of social media tools. Some of the challenges that were discovered to hinder the success of marketing in the libraries were lack of funds, lack of knowledge of marketing techniques by staff and a lack of marketing policy to guide marketing in the libraries.

The findings of this study imply that, even though carried on a few academic libraries, the same can apply to most academic libraries as the characteristics are generally the same.

To boost marketing initiatives in the selected university libraries, the following recommendations informed by the findings of the study are made: creation of marketing policies, increase use of social networking sites for marketing, organization of seminars and workshops on marketing, diversifying sources of funding for libraries and conducting user surveys.

The implementation of the recommendations has the potential to increase the level of interactions between academic libraries and their patrons as well as impact positively on the information-seeking behaviour of library patrons.

Apart from the application of works of other scholars, which have been duly cited and acknowledged, the entirety of this study or research output is the result of the handiworks of the researchers. Again, to the best of the authors’ knowledge, this work has not been a production of existing research nor is earlier published in any journal.