Document Type

Journal Article

Department/Unit

Library

Language

English

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.

Keywords

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

Publication Date

2017

Source Publication Title

Singapore Journal of Library and Information Management

Volume

46

Start Page

2

End Page

15

Publisher

Library Association of Singapore

Place of Publication

Singapore

Link to Publisher's Edition

https://www.las.org.sg/wp/sjlim/assessing-the-effectiveness-of-an-e-resource-marketing-campaign-in-a-hong-kong-academic-library/

ISSN (print)

2382-5626

ISSN (electronic)

2382-5634

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