Propose:With the rapid advancement of digital technologies and changing user behavior in accessing information services, there is an increasing need to reconsider traditional library marketing methods. Digital marketing, as a modern strategy, has the potential to enhance user engagement, expand audiences, and improve service effectiveness. However, the implementation of digital marketing in Iran’s public libraries faces numerous challenges that require thorough investigation. This study aims to identify and analyze the key barriers hindering the implementation of digital marketing in public libraries.

Method:This applied study follows a qualitative approach. Data were collected through semi-structured interviews with eight experts, including professionals in library and information science, senior public library managers, and digital marketing consultants. Grounded theory methodology was employed for data analysis due to the limited contextual studies on this topic and the need to generate a localized theoretical framework. Open, axial, and selective coding techniques were applied, and the findings were validated through participant feedback.

Findings:The analysis revealed four main categories of barriers to digital marketing implementation in Iranian public libraries: (1) policy and structural barriers, (2) human and knowledge-related barriers, (3) technological limitations, and (4) financial and resource-related challenges. These were further detailed into 19 main dimensions and 56 sub-dimensions. The findings align with international research while emphasizing the unique institutional and cultural context of Iran’s public libraries.