Rethinking Academic Library Use of Social Media for Marketing: Management Strategies for Sustainable User Engagement

The purpose of this article is to examine key management principles that are crucial for sustainable social media engagement with library customers. To explore these principles, the Strategic Social Media Marketing Framework was applied in interviews to contextualize the management considerations of...

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Bibliographische Detailangaben

Veröffentlicht in:	Journal of library administration 2021-01, Vol.61 (1), p.58-85
Hauptverfasser:	Ihejirika, Kingsley T., Goulding, Anne, Calvert, Philip
Format:	Artikel
Sprache:	eng
Schlagworte:	Academic libraries Library users Marketing social media marketing Social networks Strategic management Sustainability user engagement
Online-Zugang:	Volltext
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