Digital Marketing Strategies for Promoting Library Resources in African Universities (2020–2025): A Critical Literature Review

This literature review critically synthesizes academic research published between 2020 and 2025 concerning the adoption, implementation, and effectiveness of digital marketing strategies utilized by academic libraries in African universities. The period under review is distinguished by the COVID-19 pandemic, which served as an involuntary catalyst for accelerated digital transformation and remote service delivery (Tsekea & Chigwada, 2020). The review confirms that African university libraries have widely adopted digital channels, primarily Social Media Marketing (SMM) platforms like Facebook and WhatsApp (Kirita & Mwantimwa, 2022; Social Media as a Digital Communication Tool, 2024), and modern technologies such as e-libraries and mobile applications (Transforming Library Systems in Africa, 2024). These strategies are evaluated through frameworks such as the Unified Theory of Acceptance and Use of Technology (UTAUT) and Segmentation, Targeting, and Positioning (STP) theory (Akwang, 2021; Ansah et al., 2023). However, analysis reveals a significant disparity: high rates of digital adoption coexist with generally low perceived effectiveness (Kirita & Mwantimwa, 2022). This paradox is attributed to systemic constraints, including critical deficits in financial resources, infrastructural stability (unreliable internet and electricity), and a notable lack of formal marketing policy and specialized human capital among staff (Ofori et al., 2020; Transforming Library Systems in Africa, 2024). Recommendations emphasize the urgent need for institutional policy integration, dedicated marketing budgets, and targeted professional development to translate digital presence into measurable resource usage and enhanced research productivity.