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.
Electronic resources Marketing, Electronic Resources Usage, Evaluation and Assessment, Marketing Plan, Academic Libraries, Promotional Activities
Source Publication Title
Singapore Journal of Library and Information Management
Library Association of Singapore
Place of Publication
Link to Publisher's Edition
Lei, C., & Gu, J. (2017). Assessing the effectiveness of an e-resource marketing campaign in a Hong Kong academic library. Singapore Journal of Library and Information Management, 46, 2-15. Retrieved from https://repository.hkbu.edu.hk/hkbu_staff_publication/6753