moujan moaref; sudabeh shapoori; Hajar Zarei; shahram salavati
Abstract
Background and Objectives: This research is descriptive and correlational in nature, with an applied objective. The study aims to identify and assess the promotion mix elements (advertising, public relations, and promotion) used by Iranian digital libraries to enhance their visibility. Specifically, ...
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Background and Objectives: This research is descriptive and correlational in nature, with an applied objective. The study aims to identify and assess the promotion mix elements (advertising, public relations, and promotion) used by Iranian digital libraries to enhance their visibility. Specifically, it seeks to evaluate how these libraries implement and rank their use of various promotional strategies. By assessing the application of these elements, the study provides insight into the strengths and weaknesses of the promotion practices within the Iranian digital library sector.
Methodology: The research uses a survey methodology with a researcher-designed checklist for data collection. The checklist, referred to as the promotion mix, includes 49 characteristics across three main categories: advertising, public relations, and promotion. After validating the checklist through content validity, it was applied to a survey of Iranian digital libraries. Each library was evaluated based on its use of the identified promotion mix elements. The study’s population consisted of digital libraries in Iran, and data were collected to answer the research questions by examining the extent to which each element is utilized within these libraries.
Findings: The study found that, on average, Iranian digital libraries utilized only 26.3% of the 49 promotion mix elements identified in the study. Among the three components of the promotion mix, public relations had the greatest impact on library visibility, followed by advertising and promotion. The advertising component included 14 elements, with online advertising scoring the highest, while television advertising scored zero. Public relations consisted of 17 elements, with the library catalog (introduction of the library) scoring the highest, and detailed annual reports on one-on-one communications scoring the lowest. In the promotion component, which consisted of 18 elements, the most prominent factor was the user-friendly nature of library websites, while press releases on the site received the lowest score.
The study also ranked Iranian digital libraries according to their use of promotion mix elements. The TEBYAN Digital Library and the Iranian Research Institute for Information and Communications Technology Digital Library ranked first with 44 points, followed by libraries such as Allameh Tabatabai University, the National Medical Digital Library of Iran, and Tarbiat Modares University (42 points). The lowest score (6 points) was earned by the Research Institute of Energy's digital library.
Discussion: The results suggest that Iranian digital libraries show significant room for improvement in their use of promotion mix elements. The findings highlight those public relations plays a central role in increasing visibility, while the advertising and promotion components are less effectively utilized. The research emphasizes that more attention should be given to developing and implementing strategies that use the full range of promotion tools to increase the reach and usage of digital libraries. Notably, the study revealed that various promotional factors such as educational sessions, reward programs, virtual library tours, email support, and event-based marketing are underutilized. In the advertising domain, strategies like outdoor advertising, specialized magazine ads, television and radio promotions, and search engine optimization (SEO) are not receiving sufficient attention. Similarly, in the area of public relations, practices like creating a special image for users, email marketing, event organization, and maintaining media relations are largely ignored.
Given the importance of these factors for increasing library visibility, it is recommended that Iranian digital libraries consider using these underused promotional strategies more effectively. Tailoring the promotion mix to fit the specific needs and conditions of each library can improve visibility and service quality. Additionally, the study suggests the integration of intelligent systems and marketing decision support tools to optimize the use of the promotion mix elements. These tools would enable libraries to make more informed decisions and prioritize promotional strategies that align with their goals and resources.
The study concludes that by focusing on a more integrated and comprehensive promotion strategy, Iranian digital libraries can significantly improve their visibility, user engagement, and overall success. The results underscore the potential benefits of further research into electronic marketing for digital libraries and the application of the four Ps of marketing—product, price, place, and promotion—in this context.
