USER ENGAGEMENT WITH PROMOTIONAL ACTIVITIES: A CASE STUDY OF THE OPEN UNIVERSITY OF SRI LANKA KANDY REGIONAL CENTRE LIBRARY

Abstract

Academic libraries play a vital role in promoting intellectual development and rely on modern marketing techniques to keep users informed and engaged. The Kandy Regional Centre (KRC) library of the Open University of Sri Lanka strives to attract, engage, and retain users through promotional and marketing efforts. However, the effectiveness of these activities has not been systematically studied, restricting the library from tailoring strategies to address user demands. This study examined user engagement with promotional activities at KRC Library to provide improvement recommendations. The specific objectives were to evaluate user awareness of promotional activities, identify effective communication channels, analyze user engagement levels, and examine factors influencing engagement. A random sample of 214 library members was selected from 518 Level 3 (first year) students, for whom most promotional strategies are focused. The questionnaire, yielding 100 completed responses, resulted in a 46.7% response rate. Findings revealed that while 75% of respondents initially indicated high awareness of promotional activities (perceived awareness), detailed assessment of their knowledge across specific activities revealed only partial awareness in practice, with library orientation programs and email notifications being most recognized. Social media is the most effective communication channel, while other digital and physical modes remain moderately effective. User engagement was high for single-time promotional events like orientation programs and registration desk outreach. However, engagement with routine promotional activities such as checking email notifications, social media posts, library digital screen, and notice board was moderate. Interactive activities, such as participating in events, workshops, and one-on-one services, had the lowest engagement scores, suggesting students are less likely to be actively involved. Academic workload was identified as a major factor affecting engagement levels. These findings reveal a gap between awareness and engagement that must be bridged. Strategies to improve engagement were derived from motivating factors and barriers reported by students. These insights emphasize the importance of ensuring library promotional activities directly address students' academic and personal needs, provide recognition opportunities and remove participation barriers, while enhancing communication strategies.