Strategies for marketing information and knowledge services of electronic learning centres in the City of Johannesburg Public Libraries

Abstract

In many instances, electronic learning centres (ELC) in public libraries are not utilised optimally as patrons are not aware of such facilities. As a result, marketing of services is critical for maximum use is needed. The study aimed to establish the marketing of information and knowledge services of Electronic Learning Centres (ELCs) in the City of Johannesburg (COJ) public libraries.  Adopting a Technology Acceptance Model (TAM) for this study, a quantitative research approach was employed, and data was collected through an open-ended questionnaire. The target population for this study was electronic learning (e-learning) librarians and e-learning users. The findings revealed that computer services, free Wi-Fi, free internet, and e-resources were among the information and knowledge services accessible to the users of the COJ public libraries in the 21st century. Library pages, and word of mouth from e-learning staff and other users were some of the strategies used to market the information and knowledge services available and accessible. Marketing information and knowledge services offered in the e-learning information centres enhance such centres’ optimal usage, therefore, marketing is instrumental as one of the tools for the use of the centres particularly in the 21st century. Suggestions are made on how to enhance the marketing of information and knowledge services.