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The Effectiveness of Web 2.0 in Marketing Academic Library Services in Nigerian Universities: a Case Study of Selected Universities in South-South Nigeria

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The Effectiveness of Web 2.0 in Marketing Academic Library Services in Nigerian Universities: a Case Study of Selected Universities in South-South Nigeria THE EFFECTIVENESS OF WEB 2.0 IN MARKETING ACADEMIC LIBRARY SERVICES IN NIGERIAN UNIVERSITIES: A CASE STUDY OF SELECTED UNIVERSITIES IN SOUTH-SOUTH NIGERIA Okite-Amughoro, Faith Ashinedu DLS, BLS (Hons) (DELSU), M. Inf. (UL), CLN Thesis submitted in fulfillment of the requirements for the degree of Doctor of Philosophy (Information Studies) in the School of Social Sciences, College of Humanities, University of KwaZulu-Natal, Pietermaritzburg, South Africa. Supervisor Professor Stephen Mutula January 2017 DECLARATION I, Faith Ashinedu Okite-Amughoro, declare that: (i) The research reported in this dissertation/thesis, except where otherwise indicated, is my original work; (ii) This dissertation/thesis has not been submitted for any degree or examination at any other university; (iii) This dissertation/thesis does not contain other persons‘ data, pictures, graphs or other information, unless specifically acknowledged as being sourced from other persons; (iv) This dissertation/thesis does not contain other persons‘ writing, unless specifically acknowledged as being sourced from other researchers. Where other written sources have been quoted, then: a. their words have been re-written but the general information attributed to them has been referenced; b. where their exact words have been used, their writing has been placed inside quotations marks, and referenced; (v) Where I have reproduced a publication of which I am an author, co-author or editor, I have indicated in detail which part of the publication was actually written by myself alone and have fully referenced such publications; (vi) This dissertation/thesis does not contain text, graphics or tables copied and pasted from the Internet, unless specifically acknowledged, and the source being detailed in the dissertation and in the references sections. Faith Ashinedu Okite-Amughoro Date: 9 January 2017 Professor Stephen Mutula Date: 9 January 2017 Supervisor i ABSTRACT The purpose of this study was to explore the effectiveness of using Web 2.0 to market academic libraries services in three purposively selected universities in South-South Nigeria. The following research questions were addressed: 1) What are the Web 2.0 tools used by academic libraries in South-South Nigeria? 2) To what extent do academic libraries in South-South Nigeria use Web 2.0 tools to market their services? 3) What policies do academic libraries in South-South Nigeria have to guide the implementation of Web 2.0 tools for effective marketing of their services? 4) What are the attitude and perception of librarians in South-South Nigeria towards the use of Web 2.0 tools to market their services? The post-positivism paradigm was used to underpin the study with an exploratory survey research design. The population of the study consisted of librarians and students in the institutions surveyed. Purposive random sampling was used to select the respondents. The validity and reliability of the data collection instruments were achieved through the piloting and triangulation. Survey questionnaires and semi-structured face-to-face interviews were used to collect data. Statistical Package for Social Sciences (SPSS) was used to sort, code and analyse quantitative data, while thematic content analysis was used to analyse qualitative data. The results revealed that librarians and students in the selected universities in South-South Nigeria were active users of Web 2.0 tools. The results further revealed that the most used Web 2.0 tools were Facebook, Twitter, Instant Message, and Internet Forum. Moreover, it was found that Web 2.0 tools were being used to promote library services, reach a new audience of potential users, push library news and press releases to users and provide quick updates about the services to users as well as provide reference services online. The results showed that librarians and students in the institutions surveyed have positive attitude and perception towards the use of Web 2.0 tools, and librarians desire to use Web 2.0 tools. Students were interested in using Web 2.0, as librarians were anxious to learn modern ways of marketing library services. The results revealed a lack of policies to guide the implementation of Web 2.0 tools for the marketing of library services in the institutions surveyed. The results found the need to optimise the use of Web 2.0 tools to market library ii services through training of librarians, the provision of stable and/or alternative power supply, the provision of adequate funding and facilities for the implementation of Web 2.0 tools. This study has implications for practice, policy, methodology and theory. From the practical perspective, the study creates awareness about using Web 2.0 tools to market academic library services widely to users anytime anywhere. The study also provides baseline information for improving access and use of library services in an environment of rising cost of journals and other information resources. The study also provides information upon which relevant training programmes for librarians and students can be based to enhance provision and use of library services respectively. As far as policy is concerned, the study provides a framework for developing relevant policies and availing necessary resources to leverage opportunities created by new technologies for effective marketing of library services to the users. Theoretically, the study contributes towards validating UTAUT in an academic library environment and from a developing country perspective regarding the constructs of behavioural intention, effort expectancy, performance expectancy, social influence and facilitating conditions. The study recommends among other things the provision of adequate budget to libraries for information technology infrastructure development, capacity building, creating enabling and conducive institutional environment through relevant policies to optimise the use of Web 2.0 tools. The study also recommends the infusion of Web 2.0 into the General Studies (GS) curriculum, a compulsory course at the entry level into the university that exposes students to liberal education. iii DEDICATION This thesis is dedicated to the Almighty God in Whom, I live, move and have my being; to the memories of my mum, Madam Maria Osakwe who taught me to believe in God, myself, working hard, love unconditionally and forgive easily; my husband, Okite Amughoro for co- creating with me gifts money cannot buy, God has reasons for allowing certain things to happen, we cannot fathom His ways but we simply just trust His will (Jeremiah 29:11); and to my arrows shot into the future, Maro Ebube and Mine Ezinwa, it will only get better and thanks for putting up with your absentee mum! iv ACKNOWLEDGEMENTS I thank the Almighty, all knowing and all-sufficient God, for seeing me through yet another phase of my life, coming this far is by His grace and mercy. I am forever amazed at His wondrous works in my life, eternally grateful and cannot thank Him enough. My sincere gratitude to my supervisor and academic adviser, Professor Stephen Mutula, for his constructive criticism, guidance, contribution and commendation while conducting the study. I wish to also appreciate all the staff in the School of Social Sciences, Pietermaritzburg Campus, for their support, Mr. Mark Rieker, for his constant willingness to answer every question on how to analyse my data. I am grateful to Dr. Owete S. Owete and Dr. Tom Kwanya, for their reviews and comments in spite of their busy schedule. I highly appreciate: Dr Okon Ani, Messrs. Godbless Okede and Abdul Rahman Garuba for making data collection in the institutions easy. God bless you all mightily, may you never be stranded. I sincerely thank my colleagues: Tamunotonye Idoniboye-Obu, Tunde Omopupa, Simeon Nwone, Nike Alabi, Bunmi Bakare, Wilson Ochonogor, Israel Odede, Bernard Zakayo, Jacob Kutu, Oluwaseyi Quadri, Omo Eyaufe, Kabiru Abbas, Teju Ajanaku and others. It was a pleasure having you as colleagues. I am also indebted to my friends; Patricia Nnanna, Cynthia and Lawrence Diko, Uchenna and Shola Alabi, Olateju and Tunde Adeleke, Victor Hlatywayo, Lanre Efusanya, Ejiro Idogun, Odette and Kenny Dorsey, Dr. Busayo Adelowo and Dr. Alex Onu, thanks for all your prayers, support and unconditional love. May the Lord bless you beyond your expectations in Jesus name. I also wish to appreciate my pastors; Pastor Elijah Adeniyi, Pastor Stanley and Mrs Kena Nkwoji, Pastor Odaro Osayande, Pastor Kester Onor, Pastor Morris Momoh, the children‘s unit and the Winners family Durban. I say a very big thank you for all your love, prayers and support. To all the wonderful people that have been of help in one way or the other throughout my sojourn in South Africa, I say thank you. To my sister, pastor and mother, Rev. (Dr.) Sandra and Alex Eseka, thanks for being my biggest fan and always standing in the place of prayers for the girls and I. I am grateful and appreciate my siblings: Ekwukaibe Ifie-Omakolo Atenaga, Pharm. Chinyere and Hon. Azuka Osakwe, Shosh and Ndudi Osakwe; Abel Ovbije and Chief Pius Odioko Ovbije for their support, as well as all my nephews and nieces. God will never forget your labour of love. To my girls, I love you and I know it has not been easy for you but henceforth mummy will always be there by God‘s grace. v Lastly but definitely not the least, I want to appreciate the library staff and students of the institutions used in this study, this will not be completed without your willingness to be part of the survey. Many thanks to you all, and if
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