PROMOTING LIBRARY RESOURCES AND SERVICES AT DELTA STATE UNIVERSITY, ABRAKA USING WORD OF MOUTH MARKETING TOOL

Abstract

The study investigated word-of-mouth marketing as a tool for promoting library resources and services at the Delta State University Library, Abraka. Four research objectives guided the study. The population of the study comprised 49 librarians and library officers working in the Library. Data collection was conducted using a questionnaire as the primary instrument. Data analysis primarily involved descriptive statistics, including frequency and mean (x̄) with criterion mean placed at 2.50, to interpret the quantitative data collected through the questionnaire. Findings revealed that librarians are familiar with word-of-mouth marketing (WOMM) in libraries and have observed its use to promote library resources and services. They actively advocate for using the e-library and ensure access to electricity and data for browsing. They support increasing patron involvement, visibility, community reach, and meaningful connections. They believe the current physical spaces at Delta State University Library effectively promote word-of-mouth advertising. They collect and use patron testimonials, feedback notebooks, and surveys, and find testimonials moderately to very effective for marketing. Additionally, they recognize the benefits of forming partnerships with local influencers to enhance the Library's visibility. The study concludes that librarians are knowledgeable about word-of-mouth marketing and actively promote resources to increase patron engagement and community reach. Recommendations include organizing events like community talks, workshops, and book clubs to stimulate word-of-mouth marketing activities.