Mobile and Digital Banner Marketing Strategies on Students Utilization of Library Information Resources and Services in State University Libraries in South-South Nigeria

Abstract

This study was on Mobile and Digital Banner Marketing Strategies on Students’ Utilization 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 all 35673 registered students in the  library in 6 out of the 10 state universities in South-South Nigeria. The sample size consisted of 3567 registered students in library  representing 10% of the total population. Accidental sampling technique was used. The instrument used for data collection was a  researcher developed instrument captioned “Mobile and Digital Banner Marketing Strategies on Student’s Utilization of Library Information Resources and Services Questionnaire” The instrument yielded a reliability coefficient of.73 and .70 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 result of the analysis revealed significant influence in mobile and digital banner marketing strategies on students’ utilization of library information resources and services. Recommendations were made to include that university libraries should provide  a rich promotional campaign activity by incorporating mobile and digital banner marketing strategies to enhance the utilization of library  information resources and services by students.