Abstract
This study examines strategies for improving librarians' behaviour towards the marketing of
library and information services in university libraries in Nigeria. As the rapid emergence of
modern technology during this period creates rising competition between libraries and online
bookshops as well as digital information providers, university libraries in Nigeria must develop
proactive marketing approaches to improve their public visibility and service quality to adapt to
the changing user expectations. The study investigates the importance of marketing in improving
service delivery and raising public engagement while examining how librarians' attitudes and
perceptions impact the attainment of marketing initiatives. It emphasizes the advantages of
implementing a proactive, customer-centric method and the obstacles posed by resistance to
change. To resolve these issues, the study suggests training programs, raising a culture of
novelty, and gaining leadership commitment as vital approaches for enhancing librarians'
involvement in marketing duties. Furthermore, it offers practical solutions to common
counterarguments, such as concerns over increased librarian workloads, lack of financial support,
and limited available resources, by promoting the incorporation of marketing activities into
librarians' current duties and using digital tools that are cost-effective. By integrating these
methods, university libraries in Nigeria can enable librarians to keenly promote services, making
sure that university libraries continue to be forceful knowledge centers in the digital era.
Keywords: Librarians' behaviours, marketing library services and information services,
University libraries
Publication Date: 2025-05-01