Social Media Strategies for E-resources Marketing in University Library and Information Services: Undergraduate User Attitude and Motivation for Engagement

Marketing has become an invaluable tool organisations employ to cope with changes in the environment. Libraries are no exception. With the emergence of social media platforms, the idea of social media marketing has assumed a front burner role in information studies research and its application by library practitioners especially in the university setting. They adopt these platforms to market resources and services to their target audience (undergraduate students) who known to underutilize these offerings and often do not share the sentiment of engaging the library in a conversation on social media spaces. This research in progress seeks to explore ways libraries utilize social media to effect attitude change among undergraduate students in Nigeria and elicit conversational engagement with them that leads to the use of library e-resources. The Diffusion of Innovation Theory and Elaboration Likelihood Model of Persuasion will be drawn upon as theoretical lens. It is essentially a case study research which will adopt instrument such as interview, questionnaire and observation to develop a theoretical model with practical and scientific implication.