Identifying the Characteristics of Librarians in Branding Iranian Libraries and Medical Information Centers: A Qualitative Study

Document Type : Original Article

Authors
Zahra Sefaei 1
Abdolrasoul Khosravi 2
Reza Rajabali-Begloo 3
1 PhD Student, Knowledge and Information Science, Department of Knowledge and Information Science, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 Associate Professor, Medical Library and Information Sciences, Department of Medical Library, School of Paramedical Sciences, Bushehr University of Medical Sciences, Bushehr, Iran
3 Assistant Professor, Knowledge and Information Science, Iranian Research Institute for Information Science and Technology (IranDoc), Tehran, Iran
10.22122/him.v17i6.4243
Abstract
Introduction: Human resource management in libraries and medical information centers can play an important role in the branding process, which has received less attention so far. This study endeavored to identify the characteristics and role of librarians, as an important pillar of human resources, in branding Iranian medical libraries and information centers.Methods: This applied study employed qualitative content analysis method. The data were collected through semi-structured interviews with a purposeful sample of 14 managers of Iranian libraries and medical information centers.Results: Three major concepts, including cognitive, professional, and communication skills, 8 components and 28 codes related to the role and characteristics of librarians in branding libraries and medical information centers were identified. Conclusion: The managers of libraries and medical information centers should have sufficient sensitivity and planning to attract, select, and trigger librarians towards branding.
Keywords
Medical Libraries
Information Centers
Iran
  1. Basirian Jahromi R. Marketing in libraries and information centers. 1st ed. Tehran, Iran: Chapar Publications; 2009. [In Persian].
  2. Kavulya J. Marketing of library services: A case study of selected university libraries in Kenya. Libr Manag 2004; 25(3): 118-26.
  3. Safaei Z, Khosravi A, Rajabali Beglou R. Proposing a conceptual model of branding in libraries and information centers. Library and Information Science Research 2020; 10(2): 23-5. [In Persian].
  4. Gall D. Librarian like a rock star: Using your personal brand to promote your services and reach distant users. J Libr Adm 2010; 50(6): 628-37.
  5. Baharuddin MF, Kassim N. Conceptualizing personal branding for librarians. Proceedings of the 23rd International-Business-Information-Management-Association Conference; 2014 May 13-14; Valencia, Spain.
  6. Kalbande D. Digital footprint for the personal branding of librarians in the digital society. Library Philosophy and Practice (e-journal) 2019: 2437.
  7. Walton G. Theory, research, and practice in library management 5: Branding. Libr Manag 2008; 29(8-9): 770-6.
  8. Roughen P. System branding in three public libraries: LiveOak Public Libraries, Charlotte Mecklenberg Library, and Richland Library. Library Philosophy and Practice (e-journal) 2016: 1442.
  9. Grant C. It’s time to define a new brand for libraries Let’s Make sure it leaves people soaring, not snoring. Public Libr Q 2015; 34(2): 99-106.
  10. Singh R, Ovsak A. Library experience matters! Touchpoints to community engagement. J Libr Adm 2013; 53(5-6): 344-58.
  11. Okamoto K, Polger MA. Off to market we go: A content analysis of marketing and promotion skills in academic librarian job ads. Libr Leadersh Manag 2012; 26(2): 1-20.
  12. Wynne B, Dixon S, Donohue N, Rowlands I. Changing the library brand: A case study. New Rev Acad Librariansh 2016; 22(2-3): 337-49.
  13. Singh R, Trinchetta GG. Community connections: Advocating for libraries through effective brand advocacy. Public Libr Q 2020; 39(4): 295-309.
  14. Albert AB. Building Brand love and gaining the advocacy you crave by communicating your library's value. J Libr Inform Serv Dist Learn 2017; 11(1-2): 237-50.
  15. Guba EG, Lincoln YS. Competing paradigms in qualitative research. In: Denzin NK, Lincoln, editors. Handbook of qualitative research. London, UK: SAGE Publications; 1994. p. 105-17.
  16. Oladi M, Manzari Tavakoli H, Sayadi S, Selajgeh S, Sheikhi A. Investigating the personality traits of employees and its relationship with optimal performance. Med J Mashad Univ Med Sci 2019; 61(Suppl 1): 386-403. [In Persian].
Health Information Management
Volume 17, Issue 6 - Serial Number 6
Autumn 2021
Pages 302-308