Abstract
This study examined digital marketing adoption and its implications for library service delivery in university libraries in Imo State, Nigeria. Specifically, the study investigated librarians' adoption of digital marketing tools, the influence of digital marketing strategies on service delivery, the factors facilitating or hindering implementation, and the relationship between digital marketing adoption and the effectiveness of library service delivery in a digitized economy. A descriptive survey research design was adopted. The population comprised 86 professional librarians in university libraries in Imo State. Data were collected using a structured questionnaire validated by experts. Mean and standard deviation were used to answer the research questions, while the Pearson Product-Moment Correlation (PPMC) was used to test the hypothesis at the 0.05 level of significance. The findings revealed that librarians moderately adopted digital marketing tools with Grand mean = 2.88), with social media, instant messaging applications, and library websites being the most frequently used, while Search Engine Optimization (SEO) was the least adopted. Digital marketing strategies positively influenced accessibility, visibility, user engagement, and user satisfaction (grand mean = 3.08). Furthermore, ICT infrastructure, management support, staff training, and collaboration facilitated implementation, whereas inadequate funding, poor internet connectivity, unstable power supply, and limited digital marketing competencies were the major barriers mean = 3.11). It recommends increased investment in ICT infrastructure, continuous professional training in advanced digital marketing competencies, particularly SEO, and sustained institutional and government support through funding and policy initiatives to strengthen digital marketing implementation in university libraries.
Keywords: Digital Marketing, Library Service Delivery, University Libraries, Digital Marketing Adoption, Digitized Economy
Publication Date: 2026-07-31