Marketing Strategies and Use of Information Resources (IR) in University of Nigeria, Nsukka
The study delved into marketing strategies and use of IR in University of Nigeria, Nsukka. The correlational research design serves as the study's foundation. The study population consisted of two hundred and thirty-five (235) admitted postgraduate students from the Dr. Nnamdi Azikiwe Library at the University of Nigeria, selected for their eagerness in the encouragement of library patronage. The census sampling method was used to choose the complete population as the study sample. 235 postgraduate students made up the study's sample. A questionnaire was used to gather data. The questionnaire was titled Marketing Strategies and Use of IR Questionnaire (MSUIRQ). Data were analysed using the Pearson Product Moment Correlation Coefficient at the 0.05 level of significance. The study revealed that there is a significant and positive relationship between marketing strategies (automated emails, social media and CAS) and use of IR. This implies that automated emails, social media and CAS are important tools for encouraging the use of IR. The research concludes that marketing is a key element of library promotion. It increases the awareness of target users to the IR and services offered by libraries. Its essence to library patronage and use of IR cannot be stressed enough. It was recommended among others that library administrators should set up active social media accounts so that patrons can get virtual assistance with their inquiries about available IR.