Leveraging Meta Marketing Strategies: Factors influencing the Student Engagement in Academic Libraries.

Abstract

Academic libraries must engage students in a social media-dominated world. Meta (previously Facebook) marketing methods can boost student involvement in academic libraries, according to this study. In the digital age, libraries are multiple learning settings, making student engagement difficult. Meta's Facebook Ads, Instagram postings, and event promos allow libraries to reach students on social media. This study examines how focused Meta marketing efforts affect academic library student engagement rates, including event attendance, resource use, and social media use. Meta marketing strategies increased student engagement significantly. A representative sample of Students who have engaged with the Digital Library from Institutes like SRMIST, VIT-Chennai. Online surveys with a well-organized format that are sent out over email and Whatsapp. Primary variables of interest such as Interactive Content, Event Promotion, Community Building, Gamification and Dependent Variable as student engagement. Descriptive statistics are used to summarise the data, while inferential statistics, such as regression analysis are done. 150 respondents who are using Digital Library. IBM SPSS tool has been used for Analysis. This study's findings highlight that interactive content, event promotion, community building, and gamification, when executed using Meta marketing tactics, exhibit a statistically significant and meaningful correlation with engagement among students and researchers in academic libraries