Due to technological innovations, the society has new needs and expectations of the public libraries and what they offer. The web can now be seen as a competitor to the library services or as an opportunity for them to market the organization, for example through social media. The aim of this bachelor thesis was to examine how public librarians used Instagram in marketing purposes. The research questions we wanted to answer were: • What motives were there to use Instagram for marketing purposes for public libraries? • What interaction is created through marketing over Instagram? • How do librarians think of the use of Instagram in the future? The theoretical basis for the thesis is Gummessons model of the Relationshipsmarketingtheory (RM). RM focuses on the weight of relationships between organizations and their customers. For collecting data a qualitative method was used. Six librarians from three different libraries were elected for interviews. The result showed that public librarians generally had a positive attitude towards library marketing through Instagram. They wanted to show what the library could offer, establish their place in society and reach out to new users, and Instagram was a natural part of the marketing. The study showed that the interaction with library users was low, but the interaction with other libraries and their staff was higher. In the future, librarians had a positive attitude towards developing their Instagram use. Instagram would then become equated with traditional marketing, but requested more clear using guidelines. The librarians also wanted more staff to be involved in the marketing.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-54610 |
| Date | January 2016 |
| Creators | Sundling, Frida, Ottilia, Sundahl |
| Publisher | Linnéuniversitetet, Institutionen för kulturvetenskaper (KV), Linnéuniversitetet, Institutionen för kulturvetenskaper (KV) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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