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ISSN : 1013-0799

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Vol.39 No.3
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A Study on the Effects of Public Library SNS Marketing: Using WeChat Official Accounts in Chinese Public Libraries

Journal of the Korean Society for Information Management / Journal of the Korean Society for Information Management, (P)1013-0799; (E)2586-2073
2022, v.39 no.3, pp.133-163
https://doi.org/10.3743/KOSIM.2022.39.3.133
Shuangling Cheng
Giyeong Kim (Yonsei University)
Cheng, S., & Kim, G. (2022). A Study on the Effects of Public Library SNS Marketing: Using WeChat Official Accounts in Chinese Public Libraries. Journal of the Korean Society for Information Management, 39(3), 133-163, https://doi.org/10.3743/KOSIM.2022.39.3.133
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Abstract

This study aims to analyze the effect of marketing using Chinese public library WeChat official accounts on the perception of the library and loyalty. For this purpose, research possibilities were explored, and a questionnaire was developed through in-depth interviews with users who subscribed to the Chinese public library WeChat official accounts and those who did not. A survey was conducted with the questionnaire for public library users in six regions of China. As a result, it was confirmed that the characteristics of the official account operation had a positive effect on the perception of the libraries and users’ loyalty. This study is meaningful in that it verified how Chinese public library marketing using SNS affected users’ purpose on the use of libraries, perception of libraries, and users’ loyalty, and suggested how to deal with WeChat official accounts among SNS types.

keywords
public library, SNS marketing, WeChat official account, perception of library, user loyalty
Submission Date
2022-08-14
Revised Date
2022-08-28
Accepted Date
2022-09-14

Journal of the Korean Society for Information Management

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