The Effect of Telegram Social Network-Based Marketing on the Use of Central Library Services at Kharazmi University
Salimi Zahra1, Riahinia Nosrat2, Akhshik Somaye Sadat3, Zeinali Vahide4
1The Master of Library and Information Science, Kharazmi University, Tehran, Iran
2Full Professor, Library and Information Science Department, Kharazmi University, Tehran, Iran
3Assistant Professor, Library and Information Science Department, Kharazmi University, Tehran, Iran
4PhD of Library and Information Science, Shahid Beheshti University of Medical Sciences, Tehran, Iran
Online published on 18 May, 2019.
Marketing is a specialized activity that identifies, predicts and satisfies needs of users. Libraries have to use diverse marketing techniques to maintain their place in the competitive market for information services. The current study intends to investigate the effect of Telegram Social Network-based marketing on users’ use of Central Library services of Kharazmi University.
The present applied research using quasi-experimental method with pre-test-post test design including an experimental group was conducted. The research population is all students of Kharazmi University who are members of the Telegram social network as well as the Central Library of the University. A sample of 99 students was randomly selected and divided into a control (N=52) and an experimental (N=47)groups. Students in the experimental group became Central Library member of Kharazmi University for three months and received information about library services. The research instrument was a researcher-made questionnaire based on the AIDA and 4P models. Data analysis using statistical software (SPSS 18) and also t-test and Analysis of Variance were performed.
Findings revealed that there is a significant difference between the experimental and control groups in the mean of the four components of the rate of use (the level of familiarity, interest, enthusiasm and act of individuals).
The obtained results indicated that marketing through the Telegram social network can affect the users’ use of library services.
Marketing, Social network, Telegram, P4 model, Aida model, Central Library, Kharazmi University.