The Effectiveness of Digital Learning Resources in the Selected Libraries in the South: Basis for the Proposed Digital Learning Resources Marketing Plan

This study explores the usage and effectiveness of digital learning resources of the selected libraries in the South, particularly focusing on higher education students, to propose a marketing strategy plan to increase engagement. Utilizing the Unified Theory of Acceptance and Use of Technology (UTAUT) model, the research investigates performance expectancy, effort expectancy, social influence, facilitating conditions, and behavioral intention to evaluate the usability and perceived value of subscription-based and open educational resources among undergraduate students. Data were gathered from 372 undergraduate students across the selected schools that have an academic library in the South through a survey to evaluate effectiveness, usability, and the perceived educational value of subscription-based and open educational resources. Results indicate that students demonstrate a high level of effectiveness and frequent usage of open educational resources, such as streaming videos and open-access books. At the same time, engagement with specific subscription databases—other than EBSCOhost—remains low. Factors such as ease of access, institutional support, and peer encouragement positively correlate with resource usage. However, limited awareness and accessibility issues were reported for specific subscription-based resources, highlighting areas for promotional improvement. Consequently, this study recommends targeted marketing strategies, such as training and awareness campaigns, to boost visibility and engagement with these digital learning resources. This research provides insights of positive role of digital learning resources in academic engagement and achievement, emphasizing the need for enhanced digital literacy and support structures within academic libraries. Findings offer valuable guidance for academic libraries in optimizing digital learning resource usage and effectiveness.