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Marketing and Promotion of E-journal in Academic Libraries in Tanzania

Received: 15 January 2019     Accepted: 21 February 2019     Published: 15 March 2019
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Abstract

This paper examines promotion and marketing strategies used by academic libraries in Tanzania to make users aware of the availability of e-resources. To collect data, this study used survey. Data were analyzed using an Independent T-Test and One-Way MANOVA using SPSS Version 16. Documentary review of secondary data related to the study was done. Major findings of the study revealed that e-journals are being used in Universities and Colleges in Tanzania despite the various challenges. Various marketing strategies such as use of OPAC, the Web 2.0 and others were used for informing users about a range of available e-resources in academic libraries and thus promoting their access and use. Finally, the recommendations for enhancing the marketing of e-resources are given.

Published in American Journal of Information Science and Technology (Volume 3, Issue 1)
DOI 10.11648/j.ajist.20190301.12
Page(s) 10-16
Creative Commons

This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.

Copyright

Copyright © The Author(s), 2019. Published by Science Publishing Group

Keywords

Electronic Resources, E-journal, Marketing, Library and Tanzania

References
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Cite This Article
  • APA Style

    Joseph Cassian Pessa. (2019). Marketing and Promotion of E-journal in Academic Libraries in Tanzania. American Journal of Information Science and Technology, 3(1), 10-16. https://doi.org/10.11648/j.ajist.20190301.12

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    ACS Style

    Joseph Cassian Pessa. Marketing and Promotion of E-journal in Academic Libraries in Tanzania. Am. J. Inf. Sci. Technol. 2019, 3(1), 10-16. doi: 10.11648/j.ajist.20190301.12

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    AMA Style

    Joseph Cassian Pessa. Marketing and Promotion of E-journal in Academic Libraries in Tanzania. Am J Inf Sci Technol. 2019;3(1):10-16. doi: 10.11648/j.ajist.20190301.12

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  • @article{10.11648/j.ajist.20190301.12,
      author = {Joseph Cassian Pessa},
      title = {Marketing and Promotion of E-journal in Academic Libraries in Tanzania},
      journal = {American Journal of Information Science and Technology},
      volume = {3},
      number = {1},
      pages = {10-16},
      doi = {10.11648/j.ajist.20190301.12},
      url = {https://doi.org/10.11648/j.ajist.20190301.12},
      eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ajist.20190301.12},
      abstract = {This paper examines promotion and marketing strategies used by academic libraries in Tanzania to make users aware of the availability of e-resources. To collect data, this study used survey. Data were analyzed using an Independent T-Test and One-Way MANOVA using SPSS Version 16. Documentary review of secondary data related to the study was done. Major findings of the study revealed that e-journals are being used in Universities and Colleges in Tanzania despite the various challenges. Various marketing strategies such as use of OPAC, the Web 2.0 and others were used for informing users about a range of available e-resources in academic libraries and thus promoting their access and use. Finally, the recommendations for enhancing the marketing of e-resources are given.},
     year = {2019}
    }
    

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    N1  - https://doi.org/10.11648/j.ajist.20190301.12
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    T2  - American Journal of Information Science and Technology
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    UR  - https://doi.org/10.11648/j.ajist.20190301.12
    AB  - This paper examines promotion and marketing strategies used by academic libraries in Tanzania to make users aware of the availability of e-resources. To collect data, this study used survey. Data were analyzed using an Independent T-Test and One-Way MANOVA using SPSS Version 16. Documentary review of secondary data related to the study was done. Major findings of the study revealed that e-journals are being used in Universities and Colleges in Tanzania despite the various challenges. Various marketing strategies such as use of OPAC, the Web 2.0 and others were used for informing users about a range of available e-resources in academic libraries and thus promoting their access and use. Finally, the recommendations for enhancing the marketing of e-resources are given.
    VL  - 3
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Author Information
  • Institute of Social Work Library, Institute of Social Work, Dares Salaam, Tanzania

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