Library Consumer Engagement Practices

Academic libraries over the years have adopted proven business management and marketing strategies that have enhanced service delivery and attainment of objectives. Consumer engagement activities such as online communities of library users have become an emerging trend. This chapter uses an integrative literature review to identify consumer engagement practices that libraries can adopt. The consumer engagement activities identified are enthusiasm, enjoyment, attention, absorption, sharing, learning, and endorsing. In the library context, the main consumer engagement practices relate to user engagement, a form of interaction using technologies. It is expected that the adoption of these consumer engagement activities will enhance the cognitive, affective, and behavioural engagement of library users. Consumer engagement activities have implications for promoting library value perception, benevolence perception, future patronage intention, and affective commitment.