Leveraging AI for Effective Content Marketing in Libraries: Maximizing User Engagement

Nur Areena Aqilah Mohd Sapri, Asma Nadia Zanol Rashid and Wan Ainol Mursyida Ahmad Tarmizi
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Nur Areena Aqilah Mohd Sapri: School of Information Science, College of Computing, Informatics & Mathematics, Universiti Teknologi MARA Cawangan Kedah Kampus Sungai Petani, Malaysia
Asma Nadia Zanol Rashid: School of Information Science, College of Computing, Informatics & Mathematics, Universiti Teknologi MARA Cawangan Kedah Kampus Sungai Petani, Malaysia
Wan Ainol Mursyida Ahmad Tarmizi: School of Information Science, College of Computing, Informatics & Mathematics, Universiti Teknologi MARA Cawangan Kedah Kampus Sungai Petani, Malaysia

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 9, 3510-3521

Abstract: This paper examines the transformative potential of artificial intelligence (AI) in enhancing content marketing strategies within libraries, with a specific focus on the Malaysian context. As libraries adapt to the digital preferences of a younger, tech-savvy population, AI has become essential for improving user engagement and service delivery. In Malaysia, over 75% of libraries are exploring or implementing AI technologies, driven by initiatives like My DIGITAL and the growing demand for digital content. AI tools, such as personalized recommendation systems, have demonstrated a 45% increase in user engagement year-over-year. However, the integration of AI also presents challenges, including digital inequality, data privacy concerns, and the need for continuous technological adaptation, especially in smaller, rural libraries. The study utilizes Personalization Theory and the Technology Acceptance Model (TAM) to understand AI’s impact on user satisfaction and technology adoption, emphasizing the importance of perceived usefulness and ease of use in successful AI integration. The paper recommends strategic investments in AI infrastructure, staff training, and ethical guidelines to address these challenges and maximize AI’s benefits. Although the research is conceptual, it lays the groundwork for future empirical studies to validate the proposed framework and further explore AI’s role in enhancing content marketing and user engagement in libraries. Ultimately, while AI presents significant opportunities for innovation, addressing ethical considerations and ensuring equitable access to AI technologies are crucial for sustainable growth and improved library services.

Date: 2024
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