Effective Techniques for Marketing Electronic Resources

This study examines how Australian academic librarians perceived effective techniques used to market their electronic resources and the factors influencing their perceptions of the used particular techniques. Descriptive (frequencies, percentages, means, and standard deviations) and inferential (ordinal regressions) statistics were used to analyze the collected data from an online survey. The results reveal that demographics, human capital and library variables play an important and significant role in predicting librarians' perceptions of effective techniques used to market electronic resources. The findings are useful for information professionals to reflect on the effectiveness of the techniques used, to balance the weight of the factors' influences, and to better understand various effective techniques to enable them to market electronic resources more effectively in the future.