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Use of Anthropomorphic Brand Mascots for Student Motivation and Engagement: A Promotional Case Study with Pablo the Penguin at the University of Portsmouth Library
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Bennett, David E.; Thompson, Paula – New Review of Academic Librarianship, 2016
A case study demonstrating how an online narrative featuring the adventures of a cuddly toy penguin, Pablo Penguin (@uoppenguin on Twitter) has been introduced at the University of Portsmouth Library to build trust and engagement between university students and library services and facilities. Evidence for the benefits of anthropomorphic brand…
Descriptors: Case Studies, Student Motivation, Library Services, Library Development