• Journal of Korean Library and Information Science Society
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• v.51 no.1
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• pp.21-41
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• 2020

This paper aims to propose ways to promote SNS marketing at school library sites with case study analyses in school libraries. To this end, in-depth interview was conducted with 10 Teacher Librarians who had used SNS in library operation and an in analysis was made of the operation status, motives and objectives, strategies and performances of the school library's SNS marketing. According to the study, most Teacher Librarians were found to be using SNS such as Facebook, Instagram, Kakao Plus Friends and so on in an attempt to improve accessibility and utilization of the library resources first. Not only that, they used SNS for the purpose of communicating with users while increasing the number of visitors and identifying the needs of users. The messages provided through SNS are information on school libraries and their reading programs, and the target market mainly involved their students. Based on the above research results, measures to promote SNS in school libraries were discussed, including the need for marketing consultative bodies, expansion of SNS targets, and enhancement of expertise in SNS.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.4
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• pp.129-159
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• 2022

This study generated primary data for supporting the place branding as a part of the library advertising and marketing strategies to increase public library visits. The literature review enabled the use of the place branding concepts to discover the relationships among the constituent parts, factors, expected outcomes, and loyalty, then to develop the research model and the hypothesis, which were verified using the Structural Equation Model. There were 34 research hypotheses, of which 21 were adopted. The place image factors such as library reliability, library reciprocity, and library safety were found to be significant. This study derived social contribution value as new place value and place image factors as the potential brand image of public libraries. It helped select the place image factors that best fit the local library's core values (i.e., place value). This study is meaningful because it is a fundamental study to introduce place branding in public libraries as an advertising and marketing strategy. And it is expected that public libraries will grow into high-quality brands with high awareness, loyalty, and secure leadership in the local community.

• Journal of the Korean Society for Library and Information Science
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• v.56 no.2
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• pp.157-177
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• 2022

This study, in relation to the decision to designate April 12 as the Library Day and the week from that day as the Library Week starting in 2023 in accordance with the amendment of the Libraries Act, suggests ways how the Library Week could be activation plan based on the analysis of the meaning and history of the Library Week which started in 1964 and cases of the use of library week at home and abroad. The uses of library week at home and abroad were analyzed and based on the implications drawn, suggestions for promoting the Library Week, were made in terms of three aspects - efficient methods for using the Library Week, changes in programs, diversification of promotional strategies. This paper suggests in order to promote the Library Week, various ways of running events, online and offline platforms, honorary ambassadors, unique commemorative events, national campaigns, archiving and all-year-round promotional channels and system are needed. This study could be used as a reference for promoting the Library Day and Library Week that will start in 2023.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.35 no.1
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• pp.243-272
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• 2024

This study was conducted with the purpose of providing suggestions for improvement through a comparison and analysis of the services of the U.S. National Library of Medicine, the world's largest medical library, and the National Center for Medical Information and Knowledge, Korea's national medical library. Core services that need to be improved are topic-specific services, community services, services by user type, educational services, technology, facility/space services, research support services, and marketing and public relations and cooperation services. Specialized libraries are also increasingly interested in topic-specific services and public services. Efficiency in access through services for each type of user is needed, and various types of educational services that do not limit the target audience are also needed. Marketing through AI, virtual reality, and technology, facility, and space services to support the disabled, research support services centered on research ethics, research grants, and programs, and collaborative services with domestic and international libraries, academic societies, institutions, and local communities in other related fields and publicity are also needed.

• Journal of Korean Library and Information Science Society
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• v.51 no.3
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• pp.303-324
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• 2020

This study aims to identify priorities in book curation service that the teacher librarians perceive important through the AHP (Analytic Hierarchy Progress) method by comparing the jobs of teacher librarians with those of curators and selecting the contents and areas of book curation service provided by school libraries. For the purpose, this study categorized the book curation service areas by class and analyzed the priorities in the book curation service areas in the school libraries by applying the AHP method on the teacher librarians who are the personnel in school libraries. As a result, the priorities in the upper-tier class were turned out to be information services, improvement of expertise, information resources, management, and promotion & marketing in that order. The priorities in the lower-tier evaluation areas were shown in the order of survey & research, Q&A, self-development, exhibition, budget allocation, connecting with experts, trend analysis, reading education, human resources, planning, collaboration class, marketing services, book status, online promotion, offline promotion, and facilities & environment. Based on the results, this study suggested the following plans to provide effective book curation services in school libraries: grasping characteristics of school library users, setting classification criteria for book curation, and finding reader participation-oriented book curation service.

• Journal of Korean Library and Information Science Society
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• v.48 no.4
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• pp.181-207
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• 2017

The purpose of this paper is to provide values and effectiveness to libraries making a new social network service marketing model and strategy. According to study, when libraries entice library users with social network services, the users become loyal customers who give libraries long-term supports. For method of study, it establishes 15 hypotheses and proves those hypotheses with 157 responders. After inspecting hypotheses, 13 hypotheses are adopted and 3 hypotheses are dismissed. During the research, it is verified that usefulness perceived by library users is the most important factor of user satisfaction and continuous use intention which increased library users' intention to continue visiting the library. In addition, effectivness of marketing and cause are found in order of system quality, information quality, reliability, interactivity, subjective norms. In other words, the study found that library users found their information for using social network services and this attribute affects user satisfaction and ultimately continuous use intention in a positive way.

• Journal of the Korean Society for Library and Information Science
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• v.44 no.3
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• pp.241-266
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• 2010

The purpose of this study is to examine the current state of webzine publications in Korean university libraries. We assess the menu, composition and contents of various types of webzines at thirty six different Korean university libraries. Highlights of our survey include the following: 1) Most university libraries operate several different webzine sites. 2) Categories included in library webzines mainly include 'Notices', 'Academic Database Information', 'Current Books', 'Recommended Reading', 'Utilization of Information', 'Book Review', 'Tips for Using the Library', 'Special Issues', 'Service Information', 'Quiz', 'Column', 'Special Events'. 3) Of these, the most popular categories were: 'Notices', 'Service Information', 'Tips for Using the Library', 'Special Issues', and 'Recommended Reading'.

• Journal of Korean Library and Information Science Society
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• v.44 no.1
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• pp.279-303
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• 2013

The purpose of this study is to suggest public library service positioning strategies for the segmented markets according to public library service users' loyalty. To achieve the study purpose, this study conducted interview with public library users. Qualitative method was utilized to analyze the data. The following public library service positioning strategies for the both segmented groups were suggested: 1) expanding of bookmobile service and utilization of shuttle bus, 2) regular and systematic user study, 3) diversification of public library service promotion methods, 4) user survey, 5) internal marketing, 6) increasing environmental quality of public library services, and 7) provision of reading programs for preschoolers, students, and their parents.

• Journal of the Korean Society for Library and Information Science
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• v.46 no.3
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• pp.203-231
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• 2012

This study tried to analyze 11 standards and guidelines related to bookmobile service to provide the theoretical basis for establishing bookmobile standards or guidelines in Korea. In these standards and guidelines, there were 9 core elements about bookmobile service including administration, vehicle, staffing, collections, schedule & stops, services & programs, marketing & public relations, information & communication technology and safety, and each element had several related sub-elements. In conclusion, some suggestions were proposed to assist the establishment process of bookmobile standards or guidelines in Korea.

• Journal of Korean Library and Information Science Society
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• v.42 no.3
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• pp.25-44
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• 2011

The purpose of this study is to analyze academic research trends of the library management in Korea and to suggest its outcomes and limitations. For this purpose, the study analyzed a total of 2,567 papers from 2001 to 2010 at the five authorized journals of the National Research Foundation of Korea. As a result, library management papers were occupied by about 21.8%(560 papers) of the total paper. The sub categories showed a high performance in library management research were general management, policy and system, human resource management, measurement and evaluation. However, the organization and budget management, building and facility, marketing and PR were very weak in the research performance.