Marketing Hybrid Library Collections and Services: Competencies, Perceived Impact and Challenges

For years now, the utilisation of libraries services and resources in the academic libraries of developing countries has remained low. The present study examined the competencies, perceived impact and challenges of marketing hybrid library collections and services in Tanzania. The study employed a mixed research design that benefited from both qualitative and quantitative elements. Whereas quantitative data were subjected to descriptive statistics analysis, qualitative data were subjected to thematic analysis. The study reveals library staff inadequate competencies to effectively market library services and resources. Despite of ineffective marketing library services and resources, the library staff perceived differently the impact of marketing. Moreover, the study reveals diverse challenges deterring the effective marketing library services and resources. To increase the utilisation and remain relevant in the provision of library services, the mindsets of library staff ought to be changed by joining hands in enhancing future services, marketing these services, and enhancing professional growth. © 2022 Elsevier Inc.