A Study on University Libraries’ SNS Use and Suggestions for  Strategic Implementation

Park, S., & Yu, B. (2025). A Study on University Libraries’ SNS Use and Suggestions for Strategic Implementation. , 56(3), 189-209, https://doi.org/10.16981/kliss.56.3.202509.189

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Abstract

Based on the Integrated Marketing Communication(IMC) approach, this study examines Social Network Service use in general and their content over the past year for thirty domestic university libraries located in Seoul. The results of this study show that university libraries utilize Instagram the most, followed by YouTube, Facebook, Kakaotalk channel, X, and T-story blog in order. The results show that university libraries use a combination of YouTube and Instagram for their SNS communication most frequently and the level of activation varies greatly. The content analysis of YouTube channels indicates that university libraries provide “public relation” videos the most. The content analysis of Instagram channels indicates that every university library provides “library programs,” “library notice/news,” and “user education” posts. University libraries whose followers actively engaged with their Instagram accounts successfully use emotionally appealing content as well as announcements. Policy implications for strategic SNS practices are discussed

keywords: University Library, SNS, YouTube, Instagram, Content Analysis, Integrated Marketing Communication(IMC)

Received: 2025-08-16

Accepted: 2025-09-08

Published: 2025-09-30

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Article Contents

Vol.56 No.3

A Study on University Libraries’ SNS Use and Suggestions for Strategic Implementation

Abstract

Journal of Korean Library and Information Science Society