Applying the YouTube Video-sharing Website in Marketing Academic Libraries
| Autor: | Yi-Hui Chang, 張義輝 |
|---|---|
| Rok vydání: | 2010 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 98 Due to the ease of uploading, managing, sharing and viewing, together with free uses and marketing effectiveness, the YouTube video-sharing website, established in 2005, has gained great popularity and been regarded as a new media and marketing engine. In the Library 2.0 era, academic libraries could provide resources and services through the YouTube. The author intended to achieve the following aims in the study: to understand and analyze academic libraries’ current uses of the YouTube; to probe into the academic communities’ uses of library resources through the YouTube and factors of influence and marketing effectiveness; to synthesize experience and opinions of the academic communities. The author first employed the method of content analysis to study videos uploaded to the YouTube by the academic libraries and the library related communities. A total of 1,690 videos in 67 academic library channels and 157 videos in 56 library related community channels were analyzed. Then, a model was constructed according to the Experiential Marketing Model and Technology Acceptance Model to measure the factors of influence on the YouTube marketing effectiveness. Finally, questionnaires were circulated to gather information and opinions on library resources used through the YouTube by the academic communities. The study reached the following conclusions : (1) The majority of faculty and students at National Chung Hsing University use the YouTube video-sharing website often. The usage demonstrates that it is a good marketing engine to get close to libraries’users. (2) Faculty and students agree on the ease and interactivity of use of the YouTube. They trust in and hold a positive attitude to libraries’ channels and videos.They consider that libraries’ channels and videos are beneficial for utilizing libraries.(3) Characteristics of library channels and videos and characteristics of the YouTube website can be measured by the entertainment-immersion-novelty factor, the information-education-credibility factor, the ease-of-use factor, the community factor, and the interactivity factor. (4) Faculty and students’ attitudes of use, perceived usefulness and characteristics of library channels and videos have significant impacts on the effectiveness of marketing by academic libraries through YouTube .(5) The subjects of videos uploaded to YouTube by academic libraries are plenty and diverse. The more videos uploaded, the more they are used. (6) The lengths of videos uploaded to YouTube by academic libraries vary depending on the subject classes. Most videos are less than 5 minutes. (7) Special collection units, digital collection units or reader service units in academic libraries actively apply YouTube to market digital collections or provide library instruction services. (8) The most common applications of the YouTube in academic library websites are the video collection pages and the embedded YouTube video windows. (9) Academic libraries could take a lesson from the fact that database vendors make active use of the YouTube. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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