انگیزه‌ها و چالش‌های کتابداران کتابخانه‌های عمومی در به‌کارگیری رسانه‌های اجتماعی برای بازاریابی خدمات کتابخانه‌ای
الموضوعات : دانش شناسی
افشین حمدی پور
1
,
هاشم عطاپور
2
,
نسرین مسیبی
3
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
الکلمات المفتاحية: انگیزه‌ها, چالش‌ها, کتابخانه‌های عمومی, بازاریابی, رسانه‌های اجتماعی,
ملخص المقالة :
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.
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