RE-TOOLING: USING DIGITAL MARKETING STRATEGIES ON STUDENTS UTILISATION OF LIBRARY INFORMATION RESOURCES AND SERVICES IN STATE UNIVERSITY LIBRARIES IN SOUTH-SOUTH, NIGERIA

Abstract

This study examined Re-tooling: Using Digital Marketing Strategies on Students'
Utilisation of Library Information Resources and Services in State University Libraries in
South-South, Nigeria. Two objectives, two research questions and two hypotheses were
formulated to guide the study. The study employed survey research design. The population
of the study comprised 35673 registered students in the libraries in six state universities in
South-South Nigeria. The sample size consisted of 3567 representing 10% of the total
population. Accidental sampling technique was used. The instrument used for data
collection was a researcher developed questionnaire captioned "Re-tooling: Using Digital
Marketing Strategies on Users' Utilisation of Library Information Resources and Services
Questionnaire". The questionnaire was validated by three (3) research experts and it
yielded a reliability coefficient of. 83, and. 78 respectively. Mean and Standard Deviation
were used for answering research questions while Chi-square was used to test the
hypotheses at.05 level of significance. The findings revealed significant influence in use of
digital marketing strategies on students' utilisation of library information resources and
services. Based on the findings, the study recommended amongst others that university
libraries should re-tool by incorporating digital marketing strategies to enhance the
utilisation of library information resources and services by users.
Keywords: Re-Tooling, Digital Marketing Strategies, Utilisation, Library Information
Resources and Services