Understanding Academic E-books Through the Diffusion of Innovations Theory as a Basis for Developing Effective Marketing and Educational Strategies |
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| Authors: | Melissa Raynard |
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| Institution: | University of Manitoba Health Sciences Libraries, Concordia Hospital Library, 1095 Concordia Ave, Winnipeg, MB R2K 3S8, Canada |
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| Abstract: | Academic libraries are choosing to purchase electronic books (e-books) rather than print more frequently for multiple reasons. Unfortunately, e-books are not being used as much as they should be. With increasing academic e-book collections, many studies have examined student and faculty use of and attitudes towards this innovation. This paper will analyze the results in this area of research and align them with the Diffusion of Innovations Theory that includes the Rogers Diffusion of Innovations Curve, innovation categories, and the factors affecting the diffusion process of an innovation. This analysis will give libraries a better understanding of who is using academic e-books, why academic e-books are being used, and how to influence the behaviour of the academic libraries' patrons to increase their use of academic e-books. An analysis of these three areas will help libraries to develop effective marketing and education strategies aimed at increasing e-book usage. |
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| Keywords: | Academic libraries E-books Diffusion of innovations Consumer behaviour marketing |
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