The factors influencing effective strategies used to market library services and resources

Several strategies such as the marketing mix strategy, segmentation, positioning, targeting, and multiple marketing approaches are used in academic libraries. However, little is known about the effectiveness and influencing factors of used marketing strategies. This large-scale study aims to examine Australian academic librarians’ perceptions of the effectiveness and influencing factors of used marketing strategies. The quantitative data were collected via an online survey and analyzed using descriptive and inferential statistics. The findings demonstrated that academic librarians utilized several effective strategies such as multiple marketing approaches and Web 2.0 tools as an integrated whole to market services and resources. The correlation results showed that many independent variables were significant factors. However, this study indicates that the predictors of the number of staff, the number of library branches, and the number of total populations made no difference. The results of ordinal regressions confirmed that the significant factors were gender, age, education level, and number of years in the present position. The originality is that this is the first large-scale study to largely examine the effectiveness and influencing factors of used marketing strategies and it contributes new knowledge to the literature from both theoretical and practical perspectives.