SUSTAINABLE EFFECTS OF MARKETING STRATEGIES IN PROMOTING ACADEMIC LIBRARIES RESOURCES AND SERVICES IN EKANEM IKPI BRAIDE LIBRARY, FEDERAL UNIVERSITY OF LAFIA

This article is focused on sustainable effects of marketing strategies in promoting academic libraries resources and services in Ekanem Ikpi Braide Library, Federal University of Lafia’. The study adopted the descriptive survey design. There is Introduction to the study. Problem statement, Objectives of the study include: 1. To identify the available information resources available in Federal University of Lafia Library. 2. To identify the methods used by Federal University of Lafia Library to market available information resources. 3. Suggest possible strategies for enhancing effective marketing of information resources and services in Federal University of Lafia Library. And three research questions which are in line with the objectives of the study. Literature review, concepts of reasons for marketing library resources and services. Research methodology, the population of the study was 53 of the entire library staff, instrument used for data collection was questionnaire with four points rating scale which is Strongly Agree =SA, Agree =A, Disagree =D, Strongly Disagree =SD. Method used for data collection done through the help of a colleague as research assistant and it was on the spot to avoid colossal loss. Data was analysed using descriptive statistics frequency distribution, mean, mode and median. Results of the study include: the presence of e-books received a highest mean score of 3.1 and the lowest mean score was the availability of indexes and abstracts (mean of 2.4) and conference proceedings (mean of 2.4) were seen as inadequate, suggesting that these areas need improvement to better meet the needs of library users. The second one addressed Strategies such as social media marketing (mean score of 2.8) and word of mouth (mean of 3.0) were acknowledged as effective tools. Additionally, the importance of staff training in marketing efforts (mean of 3.1) and the effectiveness of current marketing efforts. The third question addressed various strategies that respondents believe would enhance marketing efforts at the library. Email marketing and newsletters received a mean score of 3.3, indicating strong support for this approach. Social media marketing (mean of 3.2) and collaborations with faculty (mean of 3.1) were also recommended as effective strategies. However, suggestions for improvement in the library's website and continuous adjustments to marketing strategies (both mean scores of 3.0) show that respondents are keen on ensuring that marketing efforts remain relevant and effective in reaching their audience. Part of the recommendation was that, library should focus on improving its social media presence and implementing email marketing campaigns to better engage users among others