انگیزه‌ها و چالش‌های کتابداران کتابخانه‌های عمومی در به‌کارگیری رسانه‌های اجتماعی برای بازاریابی خدمات کتابخانه‌ای
محورهای موضوعی : دانش شناسی
افشین حمدی پور
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هاشم عطاپور
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نسرین مسیبی
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1 - گروه علم اطلاعات و دانش شناسی، دانشکده علوم تربیتی و روانشناسی، دانشگاه تبریز، تبریز، ایران
2 - دانشگاه تبریز
3 - گروه علم اطلاعات و دانش‌شناسی، دانشکده علوم تربیتی و روانشناسی، دانشگاه تبریز، ایران
کلید واژه: انگیزه‌ها, چالش‌ها, کتابخانه‌های عمومی, بازاریابی, رسانه‌های اجتماعی,
چکیده مقاله :
هدف: رسانه‌های اجتماعی نقش مهمی در بازاریابی کتابخانه‌های عمومی ایفا می‌کنند. هدف از پژوهش حاضر بررسی چالش‌ها و انگیزه‌های کتابداران کتابخانه‌های عمومی در به‌کارگیری رسانه‌های اجتماعی برای بازاریابی خدمات کتابخانه‌ای است.
روش‌پژوهش: پژوهش حاضر از نظر هدف، کاربردی و بر اساس نحوه گردآوری داده‌ها از نوع توصیفی - پیمایشی است. نمونه آماری پژوهش حاضر شامل 102 نفر از کتابداران کتابخانه‌های عمومی آذربایجان شرقی بود که به شیوه نمونه‌گیری تصادفی ساده انتخاب شدند. ابزار گردآوری داده‌ها براساس پرسشنامه چوی و جو (2018) بود که بعد از تأیید روایی و پایایی مورد استفاده قرار گرفت.
یافته‌ها: نتایج حاکی از آن است که اکثر کتابداران شرکت‌کننده در پژوهش، از انواع رسانه‌های اجتماعی برای اهداف بازاریابی کتابخانه‌ها استفاده می‌کنند. اینستاگرام، تارنگار، و تلگرام به‌ترتیب به‌عنوان محبوب‌ترین رسانه‌های اجتماعی برای اهداف بازاریابی در بین کتابداران شناسایی شد. مهم‌ترین انگیزه‌های کتابداران در بازاریابی از طریق رسانه‌های اجتماعی، «تأثیر همتایان»، «تقاضا و پذیرش مراجعان» و «نوآور بودن سازمان کتابخانه» و مهم‌ترین چالش‌های آنها، «نگرانی از مسائل امنیتی و حفظ حریم خصوصی»، «مشکلات به‌دست‌آوردن بهترین روش‌های بازاریابی» و «عدم وجود ابزارهای تحلیلی برای ارزیابی تلاش‌های بازاریابی» بوده است.
نتیجه‌گیری: یافته‌های این مطالعه می‌تواند به‌عنوان یک راهنما، هنگام به‌کارگیری رسانه‌های اجتماعی برای اهداف بازاریابی در کتابخانه‌های عمومی به کار گرفته شود. این مطالعه با ارزیابی وضعیت فعلی به‌کارگیری رسانه‌های اجتماعی برای بازاریابی در کتابخانه‌های عمومی به مهم‌ترین برنامه‌ها، چالش‌ها و انگیزه‌های آنها پرداخته است.
Objective: Social media (SM) plays a key role in the marketing of public libraries. The aim of this study is to identify the challenges and motivations of public libraries in the employing of SM for marketing purposes.
Methodology: The present study is an applied research that has been conducted using survey method. The statistical sample of the present study included 102 librarians of public libraries in East Azerbaijan who were selected using simple random sampling. The data collection tool was based on Choi and Joo's questionnaire (2018), that was used after validity and reliability check.
Results: The results showed that majority of the librarians participating in the study use from a variety of SM for library marketing purposes. Among these platforms, Instagram, Blog, and Telegram were respectively the most popular SM for the libraries marketing purposes. Also, other findings showed that “peers influences”, “demand and acceptance of clients”, and "Innovativeness of library organization" were the most important motivations and "concern about security and privacy issues", "difficulties in obtaining the best marketing methods" and "lack of analytical tools to evaluate marketing efforts" were the most important perceived challenges for librarians in the use of SM.
Conclusion: The findings of this study can be used as a guide when using SM for marketing purposes in public libraries. By evaluating the current state of using SM for marketing in public libraries, this study has addressed their most important programs, challenges and motivations.
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