Library Marketing and Library Patronage Among University Undergraduates in the Age of Artificial Intelligence

Abstract

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LEAD CITY INTERNATIONAL JOURNAL OF LIBRARY, INFORMATION & COMMUNICATION SCIENCES
[LCIJLICS]. VOL. 2. ISSUE 1. JANUARY. 2025. eISSN: 3027-0901, ISSN: 3027-0022
LIBRARY MARKETING AND LIBRARY PATRONAGE AMONG UNIVERSITY
UNDERGRADUATES IN THE AGE OF ARTIFICIAL INTELLIGENCE
Folashade Morufah ODUSANYA
Library Officer,
Lagos State University, Lagos State, Nigeria
morufadetola23@gmail.com
Abstract
In this age of artificial intelligence, the effective marketing of library services is essential for
university libraries to remain relevant and attract patronage of undergraduate students, who are
increasingly reliant on digital information sources. However, libraries may not experience
effective patronage by students in this age of AI without innovative marketing techniques for
users’ awareness. This study, therefore, investigated the influence of library marketing on library
patronage among undergraduate students in private universities in Oyo State in this age of artificial
intelligence.The study adopted a survey research design with a population of 11,790
undergraduates from four private universities in Oyo State. A multistage sampling technique was
used to select 360 undergraduates for the study. A structured questionnaire was used for data
collection, while descriptive and inferential statistics were used for data analysis. The findings
revealed a high level of library patronage among undergraduate students in private universities,
with different strategies to market their services to the user community. The result further showed
that library marketing (ß=0.187, t=3.422, p<0.05) positively influence library patronage among
undergraduate students in private universities in Oyo State. The study concluded that
libraries should adopt innovative marketing more vigorously by leveraging on the AI tools to
promote the services and activities of the library to the user community from time to time.