Effective Techniques for Marketing Electronic Resources

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

This study examines how Australian academic librarians perceived effective techniques used to market their electronic resources and the factors influencing their perceptions of the used particular techniques. Descriptive (frequencies, percentages, means, and standard deviations) and inferential (ordinal regressions) statistics were used to analyze the collected data from an online survey. The results reveal that demographics, human capital and library variables play an important and significant role in predicting librarians' perceptions of effective techniques used to market electronic resources. The findings are useful for information professionals to reflect on the effectiveness of the techniques used, to balance the weight of the factors' influences, and to better understand various effective techniques to enable them to market electronic resources more effectively in the future.

Original languageEnglish
Pages (from-to)446-454
Number of pages9
JournalJournal of Academic Librarianship
Volume44
Issue number4
Early online dateJun 2018
DOIs
Publication statusPublished - Jul 2018

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