undergraduate thesis
Use of Web 2.0 tools in the promotion of public libraries
example of YouTube

Lucija Marin (2016)
Sveučilište u Zadru
Odjel za informacijske znanosti
Metadata
TitleKorištenje WEB 2.0 alata u promociji narodnih knjižnica : primjer You Tubea
AuthorLucija Marin
Mentor(s)Martina Dragija Ivanović (thesis advisor)
Abstract
Narodne knjižnice su prostori zajednice s misijom da osiguraju pristup znanju, informacijama, cjeloživotnom učenju i djelima mašte pomoću niza izvora i službi. Djelovanje narodnih knjižnica usmjereno je na korisnike te cjelokupnu zajednicu. Osim osiguravanja pristupa znanju, knjižnice su aktivne u predstavljanju svojih djelatnosti zajednici. Dolaskom novog medija – interneta, promoviranje knjižničnog poslovanja, usluga i događanja, uvelike je olakšano. Jedan od učinkovitih, besplatnih i kreativnih načina promoviranja je putem YouTubea. U teorijskom dijelu rada problematizirane su marketinške prednosti Web 2.0 alata. Dok je u istraživačkom dijelu rada analizirano kako su narodne knjižnice predstavljene na YouTubeu. Glavna istraživačka metoda je komparativna analiza YouTube kanala. Istraživanjem je obuhvaćeno pet hrvatskih narodnih knjižnica te pet inozemnih narodnih knjižnica. Ispitano je na koji način narodne knjižnice koriste YouTube u svrhu promocije, koje sadržaje knjižnice prezentiraju na YouTube kanalima, kakva je interakcija između knjižničara i korisnika YouTube kanala knjižnice te postoje li razlike u promoviranju narodnih knjižnica u Hrvatskoj i inozemstvu. U prvom dijelu rada navedene su glavne definicije i značajke Web 2.0, marketinga i promocije narodnih knjižnica. U drugom dijelu rada predstavljeni su rezultati analize YouTube kanala narodnih knjižnica te primjeri prakse u Hrvatskoj i svijetu. U zaključku su izneseni rezultati istraživanja, primjeri dobre prakse te prednosti i nedostaci YouTubea za knjižničnu promociju.
Keywordspublic libraries Web 2.0 marketing promotion YouTube
Parallel title (English)Use of Web 2.0 tools in the promotion of public libraries : example of YouTube
Committee MembersMirna Willer (committee chairperson)
Martina Dragija Ivanović (committee member)
Josip Ćirić (committee member)
GranterSveučilište u Zadru
Lower level organizational unitsOdjel za informacijske znanosti
PlaceZadar
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Information and Communication Sciences
Library Science
Study programme typeuniversity
Study levelundergraduate
Study programmeInformation Sciences (single major)
Academic title abbreviationuniv. bacc. bibl.
Genreundergraduate thesis
Language Croatian
Defense date2016-09-28
Parallel abstract (English)
Public libraries are community spaces with a mission to provide access to knowledge, information, lifelong learning and works of imagination using a variety of resources and services. Performance of public libraries is aimed at customers and the entire community. In addition to providing access to knowledge, libraries are active in presenting their business to the community. With the arrival of new media - the Internet, promotion of library management, services and events, is greatly facilitated. One of the effective, free and creative ways to promote it is through YouTube. The marketing advantages of Web 2.0 tools will be discussed in the theoretical part of the paper. In the research part of the paper will be analyzed how public libraries are presented on YouTube. The main research method is the comparative analysis of the five YouTube channels of Croatian public libraries and five foreign public libraries. This paper analyses five aspects: how public libraries use YouTube in promotion, which content libraries present on YouTube channels, interaction between librarians and library users of YouTube channels and differences between promotion of public libraries in Croatia and abroad. The first part of the paper clarifies the main definitions and characteristics of Web 2.0, marketing and promotion of public libraries. The second part of the paper presents the public library through YouTube channels and examples of practice in Croatia and abroad. In the conclusion, the results of the research are presented, including examples of good practice and advantages and disadvantages of YouTube for library promotion.
Parallel keywords (Croatian)narodne knjižnice Web 2.0 marketing promocija YouTube
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:162:099569
CommitterGorica Lovrić