Marketing and use of electronic library resource to students in technical universities in Ghana

Abstract

The low utilisation of e-resources from accessible databases among students in Ghanaian technical universities (TUs) is an issue of concern for library management. Effective marketing strategies are seen as a promising solution to address the challenges posed by this limited usage of e-resources. This study aimed to explore and investigate marketing techniques that can promote the utilisation of e-resources offered by TU libraries to deserving students, thereby maximising the attainment of the intended goals. The study was underpinned by the pragmatic paradigm, where a concurrent triangulation mixed-methods design was used for the study. Data was gathered through surveys and interviews from a total sample of 727, involving 706 survey respondents and 21 interview participants. The survey data was analysed using Statistical Product and Services Solution (SPSS), version 26, and smartPLS 4 structural equation modelling of latent variables. The interview findings were analysed using thematic analysis. The findings revealed causes of the low students’ usage of e-resources in libraries. Key among them is a lack of awareness, a lack of market, poor searching techniques, and inadequate computer devices for users. The most common methods of marketing the resources were informal and conventional marketing practices among the libraries, which are primarily print-based channels and freshman orientations. Factors that influenced the students' behavioural intentions to use the resources are marketing, awareness, the user environment, perceived relevance and ease of use, and user skills. The study suggests a coherent and structured strategy for marketing e-resources. It was established that the successful implementation of marketing campaigns will depend on the collection development policy adopted, the strategic plan that spells out the human and logistical resources, and the budgetary allocations. The proposed strategies would enhance not just the marketing of electronic resources inside Ghanaian TU libraries but also those of other Ghanaian university libraries. Libraries in other African nations with operational environments comparable to those of Ghana's TUs might also potentially adopt and implement the study's findings.