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Information Sciences Letters

Information Sciences Letters

Abstract

This research aims at measuring the institutions mental image as a determinant of beneficiary engagement with the library in the Arab environment. The researcher chose to measure the mental image of libraries and information institutions, in their past and future, and their scientific and social role. The mental image is the mental associations stored in the beneficiarys memory (the beneficiary of the librarys services) about the library, and those mental associations were built as a result of dealing with the library or listening to others who had experiences with it. Due to absence of a well- defined framework that contains the data of libraries beneficiaries, and to draw the study sample, some interviews were conducted with libraries visitors in the researchers surrounding environment. A questionnaire was published on social media websites to solicit the opinions of a large group of beneficiaries of Arab libraries services. I have used the questionnaire for data collection, and reached results that there is a positive correlation between the institutions mental image and the three dimensions of engagement, and that there is a correlation between the beneficiarys mental image and the degree of his engagement with the library. This proves that beneficiaries can participate in creating value, setting the institutions competitive strategy and contributing to its innovation, which makes them an influential factor for institutions.

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