Assessing the effectiveness of an e-resource marketing campaign in a Hong Kong academic library

Chloe Jie Lei, Jennifer Y S Gu

Research output: Contribution to journalArticle

Abstract

In response to increased spending but decreased usage of e-resources, Hong Kong Baptist University Library organized a week-long campaign to promote its e-resources. The campaign’s effectiveness was assessed using survey data and usage statistics. Overall, the survey data showed a positive reception towards the campaign but the usage statistics of e-resources showed a mixed pattern in its impact. The sustainability of the campaign is also discussed from it being a pilot event to an annual marketing campaign, which signified the need for a concerted library marketing strategy.

Original languageEnglish
Pages (from-to)2-15
JournalSingapore Journal of Library and Information Management
Volume46
Publication statusPublished - 2017

User-Defined Keywords

  • Electronic resources Marketing
  • Electronic Resources Usage
  • Evaluation and Assessment
  • Marketing Plan
  • Academic Libraries
  • Promotional Activities

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