{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,9,27]],"date-time":"2025-09-27T08:32:56Z","timestamp":1758961976256,"version":"3.41.2"},"reference-count":20,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2013,9,2]],"date-time":"2013-09-02T00:00:00Z","timestamp":1378080000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2013,9,2]]},"abstract":"\n Purpose<\/jats:title>\n \u2013 The purpose of this paper is to present a study about a successful, award-winning online video marketing project at an academic library in China, hoping to shed light on how to most effectively employ social media in libraries' marketing campaigns. <\/jats:p>\n <\/jats:sec>\n \n Design\/methodology\/approach<\/jats:title>\n \u2013 The study examined the different aspects of the library's online video marketing project, including project preparation, video production, distribution and promotion, and evaluation of students' perception of this project via survey questionnaires. Factors that contributed to its success were also analyzed. <\/jats:p>\n <\/jats:sec>\n \n Findings<\/jats:title>\n \u2013 Four factors that contributed to the success of the library's video marketing project were identified: base video content on the real campus life, reflecting what students experience in their everyday activities; convey content in a humorous, light-hearted, and refreshing style; employ social media to share content and engage the target audience; and partner with students. <\/jats:p>\n <\/jats:sec>\n \n Practical implications<\/jats:title>\n \u2013 The paper helps interested librarians develop a more grounded understanding of how video sharing sites can be effectively and efficiently used as a marketing platform and how to successfully create their own video marketing campaigns. <\/jats:p>\n <\/jats:sec>\n \n Originality\/value<\/jats:title>\n \u2013 One significant weakness in library marketing literature is the lack of empirical studies analyzing the details of creating an online video marketing campaign. This paper helps fill that void, and contributes to the growth of the knowledge about library marketing using innovative technologies.<\/jats:p>\n <\/jats:sec>","DOI":"10.1108\/lht-12-2012-0141","type":"journal-article","created":{"date-parts":[[2013,9,13]],"date-time":"2013-09-13T10:31:34Z","timestamp":1379068294000},"page":"455-466","source":"Crossref","is-referenced-by-count":44,"title":["Marketing via social media: a case study"],"prefix":"10.1108","volume":"31","author":[{"given":"Lili","family":"Luo","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Yuan","family":"Wang","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Lifeng","family":"Han","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2022021819465710400_b1","unstructured":"American Marketing Association (AMA)\n (2004), Definition of Marketing, available at: www.marketingpower.com\/AboutAMA\/Pages\/DefinitionofMarketing.aspx (accessed 5 October 2012)."},{"key":"key2022021819465710400_b2","doi-asserted-by":"crossref","unstructured":"Blakeman, K.\n and \n Brown, S.\n (2010), \u201cSocial media: essential for research, marketing and branding\u201d, Bulletin of the American Society of Information Science and Technology, Vol. 37 No. 1, pp. 47-50.","DOI":"10.1002\/bult.2010.1720370121"},{"key":"key2022021819465710400_b3","unstructured":"China Internet Network Information Center\n (2012), The 2011 Report of Social Media Use in China, available at: www.cnnic.cn\/hlwfzyj\/hlwxzbg\/sqbg\/201209\/P020120903424883977032.pdf (accessed 5 November 2012)."},{"key":"key2022021819465710400_b4","doi-asserted-by":"crossref","unstructured":"Colburn, S.\n and \n Haines, L.\n (2012), \u201cMeasuring libraries' use of youtube as a promotional tool: an exploratory study and proposed best practices\u201d, Journal of Web Librarianship, Vol. 6 No. 1, pp. 5-31.","DOI":"10.1080\/19322909.2012.641789"},{"key":"key2022021819465710400_b5","doi-asserted-by":"crossref","unstructured":"Cole, K.\n , \n Graves, T.\n and \n Cipkowski, P.\n (2010), \u201cMarketing the library in a digital world\u201d, The Serials Librarian, Vol. 58, pp. 182-187.","DOI":"10.1080\/03615261003625729"},{"key":"key2022021819465710400_b6","doi-asserted-by":"crossref","unstructured":"Farmer, L.\n (1997), \u201cProviding reference services for young adults: school and public librarian partnerships\u201d, The Reference Librarian, Vol. 28 No. 59, pp. 153-162.","DOI":"10.1300\/J120v28n59_17"},{"key":"key2022021819465710400_b7","unstructured":"Harnesk, J.\n and \n Salmon, M.\n (2010), Social Media in Libraries, available at: www.slideshare.net\/jhoussiere\/social-media-usage-in-libraries-in-europe-survey-teaser (accessed 21 September 2012)."},{"key":"key2022021819465710400_b8","doi-asserted-by":"crossref","unstructured":"Harrington, J.\n (1985), \u201cReference service in the children's department: a case study\u201d, Public Library Quarterly, Vol. 6 No. 3, pp. 65-75.","DOI":"10.1300\/J118v06n03_08"},{"key":"key2022021819465710400_b9","unstructured":"Ivie, T.\n , \n McKay, B.\n , \n May, F.\n , \n Mitchell, J.\n , \n Mortimer, H.\n and \n Walker, L.\n (2011), \u201cMarketing and promotion of library services using Web2.0: an annotated mediagraphy\u201d, The Idaho Librarian, Vol. 61 No. 1, pp. 1-4."},{"key":"key2022021819465710400_b10","unstructured":"Jarboe, G.\n (2012), YouTube and Video Marketing: An Hour a Day, John Wiley & Sons, Indianapolis, IN."},{"key":"key2022021819465710400_b11","doi-asserted-by":"crossref","unstructured":"Kaplan, A.M.\n and \n Haenlein, M.\n (2010), \u201cUsers of the world, unite! The challenges and opportunities of social media\u201d, Business Horizons, Vol. 53 No. 1, pp. 59-68.","DOI":"10.1016\/j.bushor.2009.09.003"},{"key":"key2022021819465710400_b12","doi-asserted-by":"crossref","unstructured":"Kenneway, M.\n (2007), \u201cMarketing the library: using technology to increase visibility\u201d, Impact and Reader Engagement, Serials, Vol. 20 No. 2, pp. 92-97.","DOI":"10.1629\/2092"},{"key":"key2022021819465710400_b13","doi-asserted-by":"crossref","unstructured":"Little, G.\n (2011), \u201cThe revolution will be streamed online: academic libraries and video\u201d, The Journal of Academic Librarianship, Vol. 37 No. 1, pp. 70-72.","DOI":"10.1016\/j.acalib.2010.10.009"},{"key":"key2022021819465710400_b14","doi-asserted-by":"crossref","unstructured":"Martin, C.M.\n (2012), \u201cOne-minute video: marketing your library to faculty\u201d, Reference Services Review, Vol. 40 No. 4.","DOI":"10.1108\/00907321211277387"},{"key":"key2022021819465710400_b15","unstructured":"Miller, M.\n (2009), YouTube for Business: Online Video Marketing for Any Business, Pearson Education, Oxford."},{"key":"key2022021819465710400_b16","unstructured":"Moore, K.\n (2011), 71% of Online Adults Now Use Video-sharing Sites, available at: http:\/\/pewinternet.org\/Reports\/2011\/Video-sharing-sites.aspx (accessed 11 April 2012)."},{"key":"key2022021819465710400_b17","unstructured":"Pattee, A.\n (2008), \u201cWhat do you know?\u201d, Children & Libraries: The Journal of the Association for Library Service to Children, Vol. 6 No. 1, pp. 30-39."},{"key":"key2022021819465710400_b18","unstructured":"PC Magazine\n \n (2012), \u201cDefinition of video sharing site\u201d, available at: www.pcmag.com\/encyclopedia_term\/0,1237,t=video+sharing+site&i=57378,00.asp (accessed 9 October 2012)."},{"key":"key2022021819465710400_b19","unstructured":"Rogers, C.R.\n (2009), \u201cSocial media, libraries, and Web 2.0: how American libraries are using new tools for public relations and to attract new users\u201d, available at: www.slideshare.net\/crr29061\/social-media-libraries-and-web-20-how-american-libraries-are-using-new-tools-for-public-relations-and-to-attract-new-users-second-survey-november-2009 (accessed 5 October 2012)."},{"key":"key2022021819465710400_b20","doi-asserted-by":"crossref","unstructured":"Webb, P.L.\n (2007), \u201cYouTube and libraries: it could be a beautiful relationship\u201d, College & Research Libraries News, Vol. 68 No. 6, pp. 354-355.","DOI":"10.5860\/crln.68.6.7815"}],"container-title":["Library Hi Tech"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/www.emeraldinsight.com\/doi\/full-xml\/10.1108\/LHT-12-2012-0141","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/LHT-12-2012-0141\/full\/xml","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/LHT-12-2012-0141\/full\/html","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,7,24]],"date-time":"2025-07-24T22:15:32Z","timestamp":1753395332000},"score":1,"resource":{"primary":{"URL":"http:\/\/www.emerald.com\/lht\/article\/31\/3\/455-466\/266411"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2013,9,2]]},"references-count":20,"journal-issue":{"issue":"3","published-print":{"date-parts":[[2013,9,2]]}},"alternative-id":["10.1108\/LHT-12-2012-0141"],"URL":"https:\/\/doi.org\/10.1108\/lht-12-2012-0141","relation":{},"ISSN":["0737-8831"],"issn-type":[{"type":"print","value":"0737-8831"}],"subject":[],"published":{"date-parts":[[2013,9,2]]}}}