TTLV: The Impact of Digital Marketing Communications on Library Awareness and Usage Behavior: A Case Study at the Military Library

INFORMATION ABOUT THE MASTER'S THESIS

1. Student's full name:NGUYEN NHI HA2. Gender:Female

3. Date of birth: 29/7/1997

4. Place of birthSong Lo Commune, Phu Tho Province

5. Decision to recognize student numberDecision No. 7353/QD-XHNV dated December 31, 2024, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi

6. Changes in the training process:Do not have

7. Thesis TitleThe Impact of Digital Marketing Communications on Library Awareness and Usage Behavior: A Case Study at the Military Library.

8. Major:Library and Information Science; Code: 24037294

9. Scientific supervisor:

- Main supervisor: Dr. Bui Thanh Thuy – Department of Information Management/ Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi

- Co-supervisor: Dr. Nguyen Thi Ngoc Thao – Department of Information Management/ Faculty of Social Sciences and Humanities, Vietnam National University, Hanoi

10. Summary of the thesis results:

This thesis provides a comprehensive assessment of digital marketing communication activities and their relationship to users' perceptions and behavior regarding library usage, and proposes several solutions to improve the effectiveness of digital marketing communication activities at the Military Library.

The research results show that, in general, users have a relatively positive assessment of the Army Library's digital marketing communication activities, especially in generating awareness, attracting interest, and promoting one-way interactions. Structural modeling analysis reveals that digital marketing communication positively influences user perception and has an indirect relationship with library usage behavior through mediating factors including attitude, subjective norms, perceived behavioral control, and usage intention.

From a theoretical perspective, this thesis expands the application scope of the Theory of Planned Behavior (TPB) to the library field by integrating digital marketing communication as an exogenous variable in the TPB model to explain perceptions and behaviors related to library use. This is a new approach that contributes to supplementing the theoretical basis of digital marketing communication, perceptions, and behaviors of information users in the context of digital transformation.

11. Practical applications:

For the Military Library, this is the first experimental study conducted at the Military Library, therefore the research results and solutions can be directly applied to the management and development of digital marketing communication activities.

For other library organizations, the research model, measurement scales, and proposed solutions can also be referenced and adapted for application in military district libraries, academies, military schools, as well as specialized libraries with similar operating conditions.

12. Future research directions:

            To further clarify the impact of digital marketing communications on library awareness and usage behavior, some future research directions include:

First, expand the scope of the survey to includemuchdifferent types of librariesfor comparisonand to test the generalizability of the research model.

Secondly, apply longitudinal research designs to assess changes in user perceptions and behavior over time, and to verify the effectiveness of communication strategies after they are implemented in practice.

Thirdly, the study evaluates the effectiveness of implementing solutions to improve the performance of digital marketing communications.

13. Published works related to the thesis:Do not have

INFORMATION ON MASTER'S THESIS

1. Full name:NGUYEN NHI HA       2. Sex:Female

3. Date of birth:July 29, 1997        4. Place of birth:Song Lo Commune, Phu Tho ProvinceVietnam

5. Admission decision number: No7353/QD-XHNV,dated 31 December 2024, issued by the Rector of the VNU University of Social Sciences and Humanities, Vietnam National University, Hanoi.

6. Changes in academic process:None

7. Official thesis title:The Impact of Digital Marketing Communication onUsers' Awarenessand Behavior: A Case Study at the Military Library

8. Major:Library and Information Science       9. Code: 24037294    

10. Supervisors:

- Supervisor 1: Dr. Bui Thanh Thuy – Faculty of Information Management, University of Social Sciences and Humanities, Vietnam National University.

- Supervisor 2: Dr. Nguyen Thi Ngoc Thao – Faculty of Information Management, University of Social Sciences and Humanities, Vietnam National University.

11. Summary of the findings of the thesis:          

The thesis provides a comprehensive assessment of the current state of digital marketing communication activities and their relationship with users' awareness and library use behavior at the Military Library, while referring to practical measures to enhance the effectiveness of these activities.

The findings indicate that users generally perceive the Military Library's digital marketing communication efforts positively, particularly in terms of increasing awareness, attracting attention, and encouraging one-way engagement. Structural model analysis further demonstrates that digital marketing communication positively influences users' awareness and indirectly affects library use behavior through the mediating roles of attitude, subjective norms, perceived behavioral control, and usage intention.

From a theoretical perspective, the study extends the application of the Theory of Planned Behavior (TPB) to the library context by incorporating digital marketing communication as an exogenous construct within the TPB framework to explain users' awareness and library use behavior. This integrated approach contributes to enriching the theoretical understanding of digital marketing communication, user awareness, and information-seeking behavior in the era of digital transformation.

12. Practical applicability, if any:           

            As the first empirical study conducted at the Military Library on this topic, the findings provide evidence-based support for the management and development of digital marketing communication activities within the institution. The proposed solutions can be directly adopted to improve communication effectiveness, strengthen user engagement, and promote library utilization.

            Beyond the Military Library, the research model, validated measurement scales, and proposed solutions may serve as useful references for military regional libraries, military academies, educational institutions, and other specialized libraries operating under similar conditions.        

13. Further research directions, if any:

            To further advance the understanding of how digital marketing communication influences users' awareness and library use behavior, future studies may pursue several directions.

            First, the research model could be validated across different types of libraries to examine its generalizability and to compare the effects of digital marketing communication in diverse institutional contexts.

            Second, longitudinal research designs may be employed to investigate changes in users' awareness and behavior over time, thereby providing stronger evidence on the long-term impact of digital communication strategies after their implementation.

            Finally, future studies may focus on evaluating the effectiveness of the solutions proposed in this thesis by assessing their practical implementation and measuring their contribution to improving digital marketing communication activities and use outcomes.

14. Thesis-related publications:None