publication . Article . Other literature type . 2012

marketing the academic library with online social network advertising

CHan, Christopher;
Open Access
  • Published: 04 Jun 2012 Journal: Library Management, volume 33, pages 479-489 (issn: 0143-5124, Copyright policy)
  • Publisher: Emerald
  • Country: United States
Abstract
Facebook is now a ubiquitous part of the lives of many university students across the world. The libraries that serve them now have an opportunity to leverage this online social network to promote their services and resources. However, the effectiveness of a library’s efforts in this area will depend greatly on the number of connections it can make between its users and its Facebook presence. Building on a previous investigation that suggested online advertising might be a cost-effective way to achieve this goal, this paper investigates the relative effectiveness of several different approaches to Facebook advertising. To his end, the results of several advertis...
Subjects
free text keywords: Library and Information Sciences, Online advertising, business.industry, business, Compensation methods, Single institution, Advertising campaign, Advertising research, Cyberpsychology, Academic library, Computer science, Public relations, Advertising, Social network, Marketing, academic libraries, social networks, Facebook
Related Organizations
Powered by OpenAIRE Open Research Graph
Any information missing or wrong?Report an Issue
publication . Article . Other literature type . 2012

marketing the academic library with online social network advertising

CHan, Christopher;