International Journal of

ADVANCED AND APPLIED SCIENCES

EISSN: 2313-3724, Print ISSN: 2313-626X

Frequency: 12

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 Volume 12, Issue 8 (August 2025), Pages: 191-201

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 Original Research Paper

Influence of AI on marketing strategies for university libraries

 Author(s): 

 Ali K. Tawalbeh *

 Affiliation(s):

 Department of Libraries and Information, Princess Alia University College, Al-Balqa Applied University, Al-Balqa, Jordan

 Full text

    Full Text - PDF

 * Corresponding Author. 

   Corresponding author's ORCID profile:  https://orcid.org/0000-0002-8217-8763

 Digital Object Identifier (DOI)

  https://doi.org/10.21833/ijaas.2025.08.018

 Abstract

This study investigates the impact of Artificial Intelligence (AI) applications, Personalized Recommendations, Predictive Analytics, Chatbots and Virtual Assistants, Natural Language Processing (NLP), and Image Recognition, on supporting marketing strategies in university libraries. Using a quantitative approach, primary data were collected through a self-administered questionnaire completed by 121 directors and department heads from governmental, private, special law, regional universities, and university colleges. The data were analyzed using SPSS. Findings support the hypothesis that AI enhances marketing strategies for digital libraries, with Image Recognition showing the highest influence among the studied variables. All AI applications contributed to improving user engagement and service delivery, demonstrating the transformative potential of advanced technologies in library operations. Specifically, Image Recognition facilitates content search through visual identification and categorization, leading to increased user interest and satisfaction. The study recommends further integration of AI features, such as voice recognition, sentiment analysis, and predictive analytics in chatbots, to provide more personalized and proactive support. These insights highlight the critical role of AI in optimizing marketing strategies and advancing digital library services.

 © 2025 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license ( http://creativecommons.org/licenses/by-nc-nd/4.0/).

 Keywords

 Artificial intelligence, Digital libraries, Marketing strategies, Image recognition, User engagement

 Article history

 Received 16 February 2025, Received in revised form 4 July 2025, Accepted 28 July 2025

 Acknowledgment

No Acknowledgment. 

 Compliance with ethical standards

 Ethical considerations

This study was conducted in accordance with the ethical standards for research involving human participants. Participation was entirely voluntary, informed consent was obtained from all respondents, and their responses were kept anonymous and confidential. Data collection, analysis, and reporting were carried out with a commitment to honesty and transparency, avoiding any fabrication, falsification, or plagiarism. The welfare of participants was paramount, with efforts made to ensure minimal harm and adherence to established welfare guidelines. The researchers also considered the potential societal impacts of their work, ensuring that the findings would not be misused to harm individuals or create new inequalities.

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.

 Citation:

 Tawalbeh AK (2025). Influence of AI on marketing strategies for university libraries. International Journal of Advanced and Applied Sciences, 12(8): 191-201

  Permanent Link to this page

 Figures

  Fig. 1 

 Tables

  Table 1  Table 2  Table 3  Table 4  Table 5  Table 6

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