Word-of-Mouth Marketing Using Peer Tutors

Autor:	Clint Chamberlain, Michelle S. Millet
Rok vydání:	2007
Předmět:	Liberal arts education business.industry Library and Information Sciences Business model Public relations Word-of-mouth marketing Order (business) General partnership ComputingMilieux_COMPUTERSANDEDUCATION Resource management The Internet Sociology Web resource business
Zdroj:	The Serials Librarian. 53:95-105
ISSN:	1541-1095 0361-526X
DOI:	10.1300/j123v53n03_07
Popis:	SUMMARY Increasingly college students are utilizing the Internet and free Web resources for their research. As libraries continue to change to meet this new paradigm, they often embrace business models of marketing and advertising. In order to reach Trinity University students and increase usage of electronic resources, while also advertising important new services, librarians formed a partnership with peer tutors on campus. These peer tutors are consistently some of the most conscientious and brightest students on campus, and their opinions matter more to new first-year students than those of librarians or other authority figures. The partnership resulted in increased use of resources and gave librarians a chance to create relationships with students. This article explores the benefits of word-of-mouth marketing on a small, liberal arts campus and includes literature related to other peer-teaching scenarios and marketing through word-of-mouth.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::6973a6f080ff3ab1f4e91dc2577d93fc https://doi.org/10.1300/j123v53n03_07 Zobrazit plný text záznamu