Strategic marketing and library visibility in the digital age: evidence from academic libraries in Nigeria

Purpose This study examines the influence of strategic marketing on the visibility of academic libraries in Nigerian universities within the context of the digital age, where users increasingly bypass traditional library systems for online alternatives. The study is grounded in the Theory of Planned Behaviour. Design/methodology/approach A descriptive survey design with a correlational approach was adopted. Data were collected through electronic questionnaires from 314 library personnel purposively selected across the North-Central, South-South and South-West geopolitical zones of Nigeria. Data were analysed using descriptive statistics and Pearson’s correlation. Findings The findings revealed a high level of overall library visibility (x̄ = 3.10), although online visibility was only moderate. Strategic marketing practices were also adopted to a high extent (x̄ = 3.06); however, libraries tended to prioritise physical accessibility and collection development over digital access strategies. Key challenges identified included limited funding, inadequate ICT facilities, and staff resistance to innovation. The study further established a significant positive relationship between strategic marketing and library visibility (r = 0.53, p < 0.05), indicating that increased marketing efforts are associated with improved visibility. Originality/value This study provides empirical evidence on the relationship between strategic marketing and library visibility within the Nigerian academic context. It contributes to the existing literature by highlighting the need for a more integrated and digitally oriented marketing approach to enhance the relevance and visibility of academic libraries in the digital era.