Формування іміджу бібліотеки закладу вищої освіти в цифрову епоху

The aim of the article is to carry out a theoretical analysis of a library image concept of a higher education institution, to identify key factors of its formation in the context of digitalisation, as well as to ground the role of a positive image as a strategic factor in the development of a modern university library. Research methods. The study is based on the methods of theoretical analysis and synthesis of scientific publications in the spheres of library science, information science, social communications and marketing. A systematic approach, conceptual modelling and analysis of best practices are applied. The scientific novelty lies in the development of an integrated approach to understanding the formation of the library image of the higher education institution, which takes into account the synergy of traditional functions and innovative activities with using digital tools. The strategic role of image management is substantiated; a classification of image-making tools in the digital context is offered, and the relationship between the image and library competitiveness is determined. Main conclusions. It is proved that the library image of the higher education institution is a multidimensional phenomenon that is formed at the intersection of real activities, communications and stakeholders’ perception (students, lecturers, et al.), as well as a means of strategic development that affects users’ engagement, resource provision, integration into the university environment and competitiveness. In the epoch of digitalisation, along with traditional factors (funds, comfort, personnel), innovative aspects are becoming key ones: implementing of information technologies; convenient digital services (e-catalogues, databases, repositories); effective online communication (websites, social networks); demonstration of innovation, flexibility and adaptability. The positive image allows the library to be presented as a progressive information, educational and cultural centre, increases its value for the university community and partners, and helps to attract resources. Thus, targeted image management with the digital tools use is an important component of the successful development of the modern library of the higher education institution.