Electronic marketing of information services in university libraries and knowledge management Reality and extent of benefit: an applied study of the library of King Abdul Aziz University

Research Abstract

Based on the success of any library, it begins to identify the wishes of the beneficiaries and their leaders, and how to convince them of the attractiveness and ability of scientific and informational products to satisfy their needs in the right time and place at the lowest cost. Any shortcomings in this process will negatively impact the quality of service. To the level of marketing culture among the service providers in that library. With the prevalence of the concepts of electronic marketing in information services and knowledge management in several institutions in many countries of the world, there is a lack of knowledge in Arab organizations, especially the service sector, where they face many of the challenges that impede the application of these modern concepts, In the following question: What are the methods of e-marketing for information services in the library of King Abdul Aziz University and availability? How well is the knowledge management principle implemented? And how useful they are in the Library's information services Based on the objectives of the study, the researcher seeks to answer the following questions - What is the reality of e-marketing services in the library of King Abdul Aziz University? -What is the benefit of e-marketing services in KAUST library services -What strengths and weaknesses in the practice of electronic marketing in the library of King Abdul Aziz University? -What is the importance of knowledge management in university libraries and what are their inputs? -What is the nature of the current situation and the availability of knowledge management practices in the library of King Abdul Aziz University? -Is there a relationship between e-marketing and knowledge management application practices in KAUST library? The study was based on the descriptive analytical method using the method of case study In order to arrive at specific results, two questionnaires were distributed to the study society, which consisted of postgraduate students taking a random sample of 100 individuals in the university to measure their knowledge of the electronic marketing service in the library and how to benefit from it by asking 18 questions in their questionnaire. Of the 16 questions distributed to all female employees in the Central Library, 41 were female employees to identify the current situation in the application of the concept of knowledge management and its mechanisms. The results resulted in -The availability of nine aspects of the application of the concept of knowledge management in the library and the opinion of high rates of society ranged between 82.9% and 41.5% of these factors was the forefront of the presence of permanent evolutionary committees and the holding of consultative meetings and the availability of interactive pages of the library on the Internet -The awareness of the society of the study was confirmed by 90% of the availability of electronic marketing in the university library and that 76% had previously interacted with this website and its services and that its presence facilitated the services of 94.7% of the interactive category and increased the frequency of services by 69.7% Category - -The availability of 15 services marketed electronically interacted with the sample of the study, was in the forefront of interaction with the databases and 76% of the sample study. -One of the most important recommendations was the establishment of a specialized administrative unit for knowledge management in the library of King Abdul Aziz University and the Central Library for the integration of work between them -The necessity of investing the electronic marketing aspect in attracting the categories of beneficiaries, especially those who are not interacting with the library and its sources -Recommending the establishment of a Knowledge Management Unit and a Library Marketing Unit to ensure the flow of information, coordination of efforts and rationalization of expenditures in the light of the availability of performance elements for the two modules in the working environment without being available as separate units in the organizational structure

Research Keywords

Electronic marketing