THE INFLUENCE OF LIBRARY MARKETING INDICATORS ON STUDENTS' PATRONAGE OF INFORMATION SERVICES IN FEDERAL UNIVERSITIES IN SOUTH-SOUTH NIGERIA

Abstract

This study aimed to investigate the impact of library marketing indicators on students' patronage of information services in federal universities in South-South Nigeria. The study employed an ex-post facto research design and utilized a multi-stage sampling procedure to select a sample of 790 registered undergraduate library users from the population of 31,273 students. The research instrument used was a researcher-developed questionnaire called the "Library Marketing Indicators and Students' Patronage of Information Services Questionnaire." The instrument was validated and found to be reliable (α = .82). Mean scores were used to answer research questions while independent t-tests were used to test the hypotheses. The results showed that library marketing indicators significantly influenced students' patronage of information services in federal universities in South-South Nigeria. Therefore, it is recommended that librarians acquire marketing skills to effectively brand their libraries and promote information services, as marketing strategies influence students' use of library resources.