The effectiveness of web 2.0 in marketing academic library services in Nigerian universities: a case study of selected universities in South-South Nigeria.

Abstract

The purpose of this study was to explore the effectiveness of using Web 2.0 to market academic libraries services in three purposively selected universities in South-South Nigeria. The following research questions were addressed: 1) What are the Web 2.0 tools used by academic libraries in South-South Nigeria? 2) To what extent do academic libraries in South-South Nigeria use Web 2.0 tools to market their services? 3) What policies do academic libraries in South-South Nigeria have to guide the implementation of Web 2.0 tools for effective marketing of their services? 4) What are the attitude and perception of librarians in South-South Nigeria towards the use of Web 2.0 tools to market their services? The post-positivism paradigm was used to underpin the study with an exploratory survey research design. The population of the study consisted of librarians and students in the institutions surveyed. Purposive random sampling was used to select the respondents. The validity and reliability of the data collection instruments were achieved through the piloting and triangulation. Survey questionnaires and semi-structured face-to-face interviews were used to collect data. Statistical Package for Social Sciences (SPSS) was used to sort, code and analyse quantitative data, while thematic content analysis was used to analyse qualitative data. The results revealed that librarians and students in the selected universities in South-South Nigeria were active users of Web 2.0 tools. The results further revealed that the most used Web 2.0 tools were Facebook, Twitter, Instant Message, and Internet Forum. Moreover, it was found that Web 2.0 tools were being used to promote library services, reach a new audience of potential users, push library news and press releases to users and provide quick updates about the services to users as well as provide reference services online. The results showed that librarians and students in the institutions surveyed have positive attitude and perception towards the use of Web 2.0 tools, and librarians desire to use Web 2.0 tools. Students were interested in using Web 2.0, as librarians were anxious to learn modern ways of marketing library services. The results revealed a lack of policies to guide the implementation of Web 2.0 tools for the marketing of library services in the institutions surveyed. The results found the need to optimise the use of Web 2.0 tools to market library services through training of librarians, the provision of stable and/or alternative power supply, the provision of adequate funding and facilities for the implementation of Web 2.0 tools. This study has implications for practice, policy, methodology and theory. From the practical perspective, the study creates awareness about using Web 2.0 tools to market academic library services widely to users anytime anywhere. The study also provides baseline information for improving access and use of library services in an environment of rising cost of journals and other information resources. The study also provides information upon which relevant training programmes for librarians and students can be based to enhance provision and use of library services respectively. As far as policy is concerned, the study provides a framework for developing relevant policies and availing necessary resources to leverage opportunities created by new technologies for effective marketing of library services to the users. Theoretically, the study contributes towards validating UTAUT in an academic library environment and from a developing country perspective regarding the constructs of behavioural intention, effort expectancy, performance expectancy, social influence and facilitating conditions. The study recommends among other things the provision of adequate budget to libraries for information technology infrastructure development, capacity building, creating enabling and conducive institutional environment through relevant policies to optimise the use of Web 2.0 tools. The study also recommends the infusion of Web 2.0 into the General Studies (GS) curriculum, a compulsory course at the entry level into the university that exposes students to liberal education.