Entrenching social media marketing in water and power development authority (WAPDA) Libraries

Purpose This study aims to optimize social media (SM) marketing platforms for water and power development authority (WAPDA) libraries to enhance brand identity and deliver cost-effective information services efficiently. Design/methodology/approach A five-point Likert scale survey was distributed among WAPDA staff to evaluate the efficacy of four P’s of marketing mix: product, price, place and promotion. Through purposive sampling, 344 usable responses were collected and analyzed using descriptive and inferential statistical methods, including multiple linear regression. Findings The findings highlight the significant impact of SM, particularly Facebook, in enhancing the public image of WAPDA libraries. It suggest that seamless internet connectivity is crucial for the success of these libraries. Moreover, this study emphasizes the potential of SM platforms in extending library services to remote and underserved communities. By strategically using SM, libraries can expand their reach, improve user engagement and provide broader access to valuable resources. This approach fosters greater community involvement and enhances information accessibility. Practical implications This study explores economic benefits of delivering information services through SM in struggling economies. Originality/value This research investigates the impact of SM marketing on WAPDA libraries for the first time in Pakistan, pointing up global energy and water crises. It supports the potential of libraries worldwide to learn from one another. The conclusion emphasizes the need for higher-level discussions to maximize the benefits of SM marketing. Despite growing research on SM tools, few studies have focused on water and energy libraries, especially in South East Asia.