IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 9 NO. 1 2025
DOI: 10.56201/ijmcs.v8.no5.2024.pg30.37

---

Transforming Library Marketing Strategies Through IT Adoption in North Eastern Nigeria's University Libraries

Bello Abubakar & Blessing Francis Buba

---

Abstract

The emergence of information technology (IT) has profoundly altered how university libraries provide and promote their services. In university libraries in North Eastern Nigeria, the deployment of information technology presents significant opportunities to modernize conventional marketing tactics and improve service exposure. This research examines the transformational impact of information technology on the marketing strategies of university libraries in the area. The study employs a mixed-methods approach to assess the degree of IT adoption, identify novel technologies used, and evaluate their effects on user engagement and library usage. Research indicates that IT technologies, including social media platforms, library management systems, and mobile apps, are crucial for enhancing services, facilitating communication, and expanding the user demographic. Nevertheless, obstacles such as insufficient financing, deficiencies in technical skills, and inadequate internet infrastructure hinder comprehensive IT integration. The research indicates that deliberate investment in IT infrastructure, personnel capacity training, and ongoing support for IT-driven marketing are crucial for optimizing the advantages of technology in library promotion.

keywords:

Information technology, library marketing, university libraries, North Eastern Nigeria

---

References:

Aina, L. O., & Adigun, J. A. (2022). Information technology adoption in Nigerian libraries:
Challenges and prospects. Journal of Library Science, 58(2), 123–134.
Eze, S. C., & Obeta, C. E. (2023). The impact of social media on library services in higher
education institutions. African Journal of Information Systems, 12(3), 45–60.
Joel, A. P., Dawha, E. M. K., & Istifanus, I. L. (2020). Library professionals' use of social media
technologies for promoting library services in university libraries in North East Nigeria.
Library
Philosophy
and
Practice
(e-journal).
Retrieved
from
https://digitalcommons.unl.edu/libphilprac/4270
Sagarjit, S., et al. (2022). Adoption of artificial intelligence to improve library service delivery in
academic libraries in Nigeria. Library Philosophy and Practice (e-journal). Retrieved from
https://digitalcommons.unl.edu/cgi/viewcontent.cgi?article=15191&context=libphilprac
Yusuf, A. A., & Salisu, R. B. (2021). Digital transformation in university libraries: Evidence from
Northern Nigeria. International Journal of Library and Information Studies, 8(4), 15–30.
Zubairu, I., & Aliyu, T. S. (2024). Enhancing library services through IT adoption in Nigerian
universities. Journal of Academic Libraries, 10(1), 89–105.

DOWNLOAD PDF

---

Back