Gamification Mechanics Usage for UGC Promotion in Online Library Marketing

The aim of the article is to highlight effective gamification mechanics in the Internet marketing of the information and library industry for stimulating the creation of modern custom content forms, or User Generated Content (UGC), which can improve the position and organic coverage of the official library account in Web 2.0. Research methods were based on general scientific principles of theory and practice unity, systematicity, complexity, cognition comprehensiveness. The achievement of this set goal was facilitated by the use of general scientific (description, analysis, synthesis, comparison, generalization), and special (bibliographic, selective observation, grouping, content analysis) methods at the empirical and theoretical research levels. Scientific novelty of the study consists in the following: identified gamification mechanics for UGC stimulation that contribute to the Internet marketer’s activity effectiveness in the information and library sphere; suggestions for the use of gamification types approved in other industries, and characteristic features of the game in attracting users to interaction with library institutions in Web 2.0. Main conclusions. Among the priority tasks of library Internet marketers is to support the interaction with the existing custom base, and attract new users to information and library institutions. The usage of the latest content formats, as well as the involvement of Web 2.0 customers in its creation and distribution, contribute to these tasks. Regardless of whether the audience is involved in the UGC creation through the gamification activation, other mechanics or its own initiative, the custom content increases the trust in libraries of those people who are tired of direct advertising and do not respond to it. Gamification mechanics are just one of the possible ways to attract an audience to UGC, but the experience of international and Ukrainian companies proves their effectiveness, and the necessity of their usage by Internet marketers of any field, including the information and library industry.