Rationale for Adoption of Social Media Marketing of Library Services to Postgraduate Students: A Case of the University of Nairobi's Mahatma Gandhi Graduate Library

TITLE: The rationale for Adopting Social Media Marketing of Library Services to Postgraduate Students: A Case of the University of Nairobi's Mahatma Gandhi Graduate Library. (Journal of librarianship and information science) Emily Anyango Amek¹ (MLISc); Hellen Amunga² (PhD) & John Otieno Oredo³ (PhD); Department of Library and Information Science, University of Nairobi, Kenya The Corresponding Author Contact: emilyamek@gmail.com ABSTRACT: The study aimed to examine the rationale for social media adoption in the marketing of library services to postgraduate students at the University of Nairobi's (UoN) Mahatma Gandhi Graduate Library (MGGL). The preliminary investigation established a need for social media marketing of library services. The deterrence for social media adoption and integration into the services to assist students' training by some academic libraries still remains debatable by most scholars. The gap presented an opportunity for further investigation in the context of the use of social media in the marketing of library services specifically to postgraduate students. The study adopted a descriptive case study research as it dealt with one entity. In the study, the Interpretivists listened to the views of the academic library staff, and postgraduate students regarding the use of social media in the marketing of library services. They measured their attitudes, interpretations, and opinions during the data collection. Both quantitative and qualitative approach to research was employed. The study targeted a sample size of 7 library staff and 70 postgraduate students as units of analysis. The study used non-probability sampling techniques involving; purposeful, convenience, and snowballing. In obtaining primary data, the study used interviews and questionnaires as data collection methods. The piloting was done to ensure the validity and reliability of the instruments. The data obtained was analyzed and computed through MS-EXCEL, a package of descriptive statistics. From the study findings, ''it can be concluded, that academic library still face a myriad of challenges in adopting social media use in the marketing of services" The study recommended the need for social media adoption, marketing policy, lobbying for the ICT budget, and staff training. In a nutshell, the study is very relevant, especially to the policymakers responsible for managing academic libraries.