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Application of Social Networking in Library Services Marketing: Implications of E Word-Of-Mouth - Softcover

Siddike, Md. Abul Kalam

 
9783846534250: Application of Social Networking in Library Services Marketing: Implications of E Word-Of-Mouth
Softcover
ISBN 10: 3846534250 ISBN 13: 9783846534250
Verlag: LAP LAMBERT Academic Publishing, 2012

Inhaltsangabe

The main objective of this study is to investigate the use of social networking sites (SNSs) for marketing of academic library services. Specifically the objectives are to: explore the use of SNSs by academic libraries, investigate the perceptions of academic librarians towards marketing of library services through SNSs, and determine the predictors that may influence users’ engagement in the electronic word-of-mouth (eWOM) via SNSs. This study employs the qualitative and quantitative approach. It is conducted sequentially in three phases. First, the priority is to explore the social networking sites (SNSs) used by the academic libraries in Malaysia by means of web analysis of academic library websites and library SNSs pages. The second phase involves structured interviews to investigate the perceptions of academic librarians on the use of SNSs for marketing of academic library services. Finally, the third phase focuses on quantitative method through a survey to determine the predictors that influence user’s engagement in electronic word-of-mouth (eWOM) through SNSs.

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Über die Autorin bzw. den Autor

Md. Abul Kalam Siddike is currently a research student at the School of Knowledge Science in Japan Advanced Institute of Science and Technology, Japan under Ministry of Education, Culture, Sports, Science and Technology (Monbukagakusho) scholarship. His areas of research interest include Web 2.0 technologies, service innovation, service science.

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Verlag
LAP LAMBERT Academic Publishing
Erscheinungsdatum
2012
Sprache
Englisch
ISBN 10 
3846534250
ISBN 13 
9783846534250
Einband
Taschenbuch
Anzahl der Seiten
188
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Betascript Publishing
customerservice@vdm-vsg.de

Brivibas gatve 197
Riga
1039
Lettland