PAPER ID: Vol. II Issue IV (Jan-March 2025 ) /43-49/6
AUTHOR :Priscilla Odeyovwi OSIEBE [I] Lucky Oghenetega URHIEWHU [II]
ABSTRACT: The swift advancement of digital technologies has altered the realm of information resource management in university libraries; however, the efficient digital marketing of these resources has revealed notable challenges that impede their optimal use by students, faculty, staff, and other researchers. This study examines the challenges encountered in marketing digital information resources for optimal utilization in Nigerian university libraries, including insufficient funding, a lack of trained personnel, limited technological infrastructure, inadequate marketing skills among staff, and resistance from traditional users. It also reviews concept of university libraries, marketing and its activities, marketing in librarianship, digital marketing, it also looked at the ways digital marketing of information resources. It adopted Marketing Mix Theory by Neil Borden (1964) and the technology Acceptance Model(TAM) in understanding the obstacles and opportunities for digital marketing in university libraries enhance their digital marketing strategies such as through social media, email campaign and improved websites functionalities .to boost resources utilization among students and staff.
KEYWORDS: Obstacles, Digital Marketing, Information Resources, Adequate. Optimal, and University Libraries
