References in the Digital Age: Marketing and Services in Virtual Worlds

• Main Author: Octavia-Luciana Porumbeanu
• Format: Article
• Language: English
• Published: University of Bucharest 2008-01-01
• Series: Studii de Biblioteconomie şi Ştiinţa Informării
• Subjects: reference services; marketing; virtual worlds; Second Life
• Online Access: http://www.lisr.ro/en12-porumbeanu.pdf

The digital age has brought major changes at the level of the reference services offered by libraries. The emergence of competition, represented by numerous organizations that also provide information services, has necessitated the reorganization of reference services so that they function according to the market laws. In this context marketing has become an essential tool for libraries. They must develop strategies to make sure that users will continue to ask for their services. The number of those attracted to online information services is growing and many traditional users of libraries may be encountered at present in virtual environments where the possibilities for communication and interaction, for sharing information and generating knowledge are clearly better. Many libraries have already taken the step towards the virtual world and offer now assistance and information services in environments such as Second Life where there are possible both games and educational activities.