MARKETING AS CORRELATE OF STUDENTS USE OF INFORMATION RESOURCES IN IMO STATE UNIVERSITY OWERRI AND COAL CITY UNIVERSITY, ENUGU LIBRARIES

Abstract

The study is on marketing as correlate of use of information resources in Imo State University, Owerri and Coal City University, Enugu libraries. A correlation design was used. The population was five thousand and thirteen students. A sample of three hundred and seventyone (371) students was determined using Taro Yamane’s statistical formula. Four-point rating scale was used to collect data for the study and 0.82 reliability coefficient was derived. Pearson Product Moment-Correlation coefficient was used for data analysis while, t-test at a 0.05 level of significance was used to test the hypotheses. Results show that; there is a positive, high extent, and significant relationship between social media and students’ use of information resources, and there is also a positive, very high extent, and significant correlation between user education and student’ use of information resources in the university libraries studied. In conclusion therefore, there is a significant relationship between marketing of library resources and students’ use of information resources. Based on this premise, the researchers recommended that, university libraries should create social media accounts in order to enhance its use as a marketing strategy. They should also embrace competitive intelligence and promote periodic user education programme for the entire user community.