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Application of Social Networking in Library Services Marketing (Paperback)
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Application of Social Networking in Library Services Marketing (Paperback)
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The main objective of this study is to investigate the use of
social networking sites (SNSs) for marketing of academic library
services. Specifically the objectives are to: explore the use of
SNSs by academic libraries, investigate the perceptions of academic
librarians towards marketing of library services through SNSs, and
determine the predictors that may influence users' engagement in
the electronic word-of-mouth (eWOM) via SNSs. This study employs
the qualitative and quantitative approach. It is conducted
sequentially in three phases. First, the priority is to explore the
social networking sites (SNSs) used by the academic libraries in
Malaysia by means of web analysis of academic library websites and
library SNSs pages. The second phase involves structured interviews
to investigate the perceptions of academic librarians on the use of
SNSs for marketing of academic library services. Finally, the third
phase focuses on quantitative method through a survey to determine
the predictors that influence user's engagement in electronic
word-of-mouth (eWOM) through SNSs.
General
Imprint: |
Lap Lambert Academic Publishing
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Country of origin: |
United States |
Release date: |
December 2012 |
First published: |
December 2012 |
Authors: |
Siddike Md. Abul Kalam
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Dimensions: |
229 x 152 x 11mm (L x W x T) |
Format: |
Paperback - Trade
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Pages: |
188 |
ISBN-13: |
978-3-8465-3425-0 |
Categories: |
Books >
Computing & IT >
General theory of computing >
General
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LSN: |
3-8465-3425-0 |
Barcode: |
9783846534250 |
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