Marketing of Electronic Resources in Academic Libraries: Evidence from Selected Technical Universities in Ghana

This study employed Relationship Marketing (RM) model to explore the marketing of electronic resources (e-resources) in selected libraries of Technical Universities (TUs) in Ghana. The study employed a quantitative survey research design. Stratified sampling technique was used to sample 39 respondents for the study. A survey questionnaire was used to collect data for analysis. The data were analyzed using descriptive statistics techniques. The results found that TUs use print, online advertisement, electronic methods, and merchandise giveaways to market their e-resources to their stakeholders. The results also found that time choice highly influenced choice of the e-resource marketing channels implemented in their libraries. In addition, the results revealed challenges such as inadequate training on internet usage, and inadequate funding and slow internet. The study concluded that since e-resources are crucial for the activities of the Technical Universities, there is the need for authorities in TUs to put measures in place to strengthen e-resources and their usage. In this regard, it was recommended that authorities of TUs and management of academic libraries should improve their e-resources market effects by introducing new modern technologies such as multimedia, advanced information systems and improved internet stability to attract the new generation of students and faculty into the library.