The Role of Social Media Marketing in Enhancing User Engagement in Academic Libraries: A Bibliometric Analysis

Abstract

Social media promotion of library services goes beyond conventional approaches. It brings libraries closer to their patrons and promotes user engagement by facilitating the creation, connection, discourse, and knowledge exchange. Since this is a bibliometric analysis work, the focus is on research done in the last several years to use social media as a tool to enhance library services. This study examines all papers pertaining to this topic from 2014 to 2023. It uses bibliometric analysis to focus on the relationship between social media research constitutions and university libraries' use of these platforms for marketing.