Marketing Strategies and Use of Library Information Services in Academic Libraries in Lagos State, Nigeria

Despite the avalanche of works done on library service utilization, there is a research gap on the role of marketing strategies in enhancing the utilization of information services in academic libraries in Lagos State. Therefore, this study examined the influence of marketing strategies on the use of library information services (LIS) in academic libraries in Lagos State, Nigeria. The study adopted survey research design. The study population comprised 473 librarians. Total enumeration was used. A validated structured questionnaire was used for data collection. The reliability coefficients values ranged from 0.681 - 0.937. A response rate of 92.9% was achieved. Data were analyzed using descriptive and inferential statistics. The findings revealed that marketing strategies significantly influenced the use of LIS in academic libraries in Lagos State, Nigeria (R2 = 0.211, β = .460, t (179) = 6.948, p<0.05). Library information services in academic libraries in Lagos State, Nigeria was sometimes utilized (average weighted mean = 2.38, on a scale of 4). The extent of marketing strategies utilized in marketing LIS in Lagos State academic libraries, was high (Average Weighted Mean =3.09, on a scale of 4). The study has shown that the 'Seven Ps' marketing strategies are vital to enhancing use of library information services (LIS) in academic libraries in Lagos State, Nigeria. The study recommended that management of the academic libraries should pay attention to low usage of radio services, extension services, teleconferencing, TV shows, indexing and abstraction services, book talk, display and exhibition, CD-ROM services and exhibition display services.