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Use of Social Media Platforms in Marketing of Library & Information Science Product and Services in

Library Herald Year : 2023, Volume : 61, Issue : 2 First page : ( 144) Last page : ( 158) Print ISSN : 0024-2292. Online ISSN : 0976-2469. Article DOI : 10.5958/0976-2469.2023.00020.9

Use of Social Media Platforms in Marketing of Library & Information Science Product and Services in University Libraries in Delhi: A Comparative Study

Srivastava Garima Gaur1 1Librarian, P.G.D.A.V. College, University of Delhi Abstract The use of social media has become increasingly important in the marketing of Library & Information Science (LIS) product and services. This study explores the extent to which university libraries in Delhi are using social media to market their LIS product and services. A survey was conducted among a sample of university libraries in Delhi to collect data on their social media marketing practices. The study found that university libraries in Delhi are using social media to promote their LIS product and services to varying degrees. The most commonly used social media platforms for marketing are Facebook and Twitter, followed by LinkedIn and Instagram. The study also found that the level of social media marketing is positively related to the size of the library and the availability of dedicated staff for social media marketing. The study concludes with recommendations for university libraries in Delhi to improve their social media marketing practices and to leverage social media as an effective tool for marketing their LIS product and services. Keywords Social media, Marketing, LIS Products and Services, University Libraries, Online promotion, Digital marketing.

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