Marketing Electronic Resources from the Academic Library Homepage

by Castaldo, Jennifer C

Abstract (Summary)
The purposes of this study were to see how ARL libraries promote electronic resources from their homepages and to determine if advertising e-resources from the Duke University Libraries homepage increases use and/or interest in the selected resources. A content analysis of ARL library homepages was done to see how many advertise electronic resources and what these ads look like. The research then took a local look at Duke University Libraries in North Carolina to measure effectiveness of their e-resource homepage advertisements. Click-through and usage data were collected on the advertisements and the resources. Results indicate that more than half of the ARL libraries advertise electronic resources from their homepages and that they present these ads in similar manners. Results from the data collected at Duke Libraries did not show a direct relationship between clicks and increased usage of the resources, but high click-through numbers on the ads indicate that user interest in these resources was apparent.
Bibliographical Information:

Advisor:Diane Kelly

School:University of North Carolina at Chapel Hill

School Location:USA - North Carolina

Source Type:Master's Thesis

Keywords:internet college and university libraries advertising databases marketing electronic resources association of research


Date of Publication:04/01/2008

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