International Journal of Science and Society (IJSOC)
Vol 3 No 4 (2021): International Journal of Science and Society (IJSOC)

Library Experiential Marketing Strategy as a Means of Increasing Library Satisfaction in the Use of E-Resources During the Covid-19 Pandemic

Endang Fatmawati (Diponegoro University, Semarang, Central Java, Indonesia)

Article Info

Publish Date
10 Dec 2021

Abstract

This study aims to analyze the effects of library experiential marketing strategies on user satisfaction levels during the Covid-19 pandemic, using a quantitative approach. Data were collected through observation, questionnaires, and reviews of related literature. Based on the results obtained, experiential marketing is a suitable marketing concept for libraries. This strategy is bound to aid libraries in providing pleasant and unforgettable services. The priority of experiential marketing strategy during the Covid-19 pandemic is to observe the responses of users by testing the variables of sense, feel, think, act, and relate/linkage. These five independent variables have a positive and significant effect on user satisfaction, indicating the potential for libraries to improve user experience by connecting through real-life users. In conclusion, experiential marketing strategies can provide positive experiences for users and, consequently, improve the interest in optimizing the use of electronic information resources, even during the Covid-19 pandemic.

Copyrights © 2021




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Journal Info
International Journal of Science and Society (IJSOC)
Website

Abbrev

ijsoc

Publisher

GoAcademica Research and Publishing

Subject

Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Astronomy Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Control & Systems Engineering Decision Sciences, Operations Research & Management Engineering Environmental Science Industrial & Manufacturing Engineering Law, Crime, Criminology & Criminal Justice Library & Information Science Neuroscience Nursing Physics Public Health Social Sciences Transportation Other

Description

International Journal of Science and Society (IJSOC) is open access and peer-reviewed journal with e-ISSN (2715-8780), IJSOC is an international journal devoted to the study of science and technology in a social context. It focuses on the way in which advances in science and technology influence ...