EXPLORING MARKETING LANDSCAPE OF INFORMATION SERVICES IN ACADEMIC LIBRARIES OF PAKISTAN: A MIXED-METHOD APPROACH

Abstract

Purpose: The aim of this study was to explore the marketing strategies used by Pakistani academic libraries to promote their resources and services among users. Methodology: An explanatory sequential mixed-methods research approach was used to achieve the objectives of the study. The study was completed in two phases. In the first phase, the data was collected through a questionnaire from chief librarians of 24 public and private sector university libraries located in the province of Khyber Pakhtunkhwa. In the second phase, data were gathered through a focus group interview of five prominent library leaders. Findings:  The findings of this study revealed that academic libraries in Khyber Pakhtunkhwa were using a variety of marketing strategies for the promotion of information resources and services such as the library's website/web OPAC, social media, notice board, and hosting orientation programs for newly enrolled students. This study also explored that only a few libraries had marketing policies in written form while most of them were missing the written marketing policy. The reasons for confined marketing strategies were a lack of awareness among librarians about how to market services and resources, a lack of access to IT, and a dearth of support from the university administration. The study identified that uniform policy, motivation, ICT, collaboration, and awareness are crucial factors for effective and sustainable library marketing. The research findings would be useful for university library administrators to evaluate and improve the marketing strategies for their library resources.