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Pop-up bibliotek: En del av folkbibliotekens marknadsföring?
University of Borås, Faculty of Librarianship, Information, Education and IT.
2022 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Pop-up library : A way of marketing the public library? (English)
Abstract [en]

The purpose of this paper is to gain knowledge of the phenomenon of pop-up libraries and what image of pop-up libraries is produced in the media through content analysis of articles and notices in newspapers. Through the results of this analysis, I looked at how the pop-up library can be seen as marketing and what it is marketing for. The aim has also been to investigate whether it is possible to insert the pop-up library into a marketing model by professor E. Jerome McCarthy called 4P: product, price, place and promotion. The method chosen has included obtaining documents in the form of articles from the site ”Mediearkivet”. A content analysis has been carried out within a thematic framework based on the questions: what, where, how and why. The results of this study show the different ways in which the public library designs its pop-up library. A destinctive feature of the pop-up libraries is that there is a willingness among librarians to go outside the library’s walls, show what the public library has to offer and reach new potential borrowers. The result also show that the pop-up library can be seen, and often do so, as a way of marketing the public library. 4P is a model that can be used by pop-up libraries for marketing purpose with certain reservations. In the thesis I suggest that price should be removed in the model as pop-up libraries can not be seen as profit-making. I also suggest an adding of 2 P: person and physical evidence from Booms and Bitners 7P model.    

Place, publisher, year, edition, pages
2022.
Keywords [sv]
Pop-up bibliotek, uppsökande verksamhet, marknadsföring, 4P, läsfrämjande, tillgänglighet
National Category
Information Studies
Identifiers
URN: urn:nbn:se:hb:diva-27701OAI: oai:DiVA.org:hb-27701DiVA, id: diva2:1648007
Available from: 2022-04-11 Created: 2022-03-29 Last updated: 2022-04-11Bibliographically approved

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358b0fa8d893737867ddbec57060f3d0c82281e4a3bd1013d451332f0e6ab23361f2d0f9fa5ad4e6de531781c5a5d813d1bce36d976a3b7f52aa5af134bc51b9
Type fulltextMimetype application/pdf

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CiteExportLink to record
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Citation style
  • harvard-cite-them-right
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