Factors influencing intentions to use library social media marketing accounts: taking the example of WeChat
The Electronic Library
; 40(4):376-392, 2022.
Article
in English
| ProQuest Central | ID: covidwho-1973387
ABSTRACT
Purpose>This study aims to explore the factors influencing intentions to use library social media marketing accounts from users’ perspectives to help libraries use social media to provide targeted information services to users to meet their information needs.Design/methodology/approach>This study is based on the technology acceptance model and theory of planned behaviour and uses WeChat as an example to build the model of factors influencing intentions to use library social media marketing accounts. It takes college students as the research object, performing empirical research through questionnaire surveys and structural equation modeling.Findings>The results show that attitude, subjective norm and perceived behaviour control have a significant positive impact on library social media marketing – attitude exerts the most significant effect while the impact of perceived usefulness is nonsignificant. Notably, attitude completely mediates perceived usefulness and use intention, while perceived usefulness partially mediates perceived ease of use and attitude. However, birthplace plays a negative moderating role between attitudes and use intention.Originality/value>This study integrates the theory of planned behaviour and technology acceptance model, discusses the factors influencing intentions to use library social media marketing accounts from the users’ perspectives and proposes strategies and methods for the optimization of library social media marketing. The study helps enhance the effects of library social media marketing by improving the comprehension of current circumstances and influencing factors relevant to this issue.
Library And Information Sciences--Computer Applications; Social media; Marketing; WeChat; College students; Academic libraries; Influencing factors; Libraries; Social networks; User behavior; Communication; Information services; Technology utilization; Library associations; Social research; COVID-19; Research methodology; Participation; Attitudes; Optimization; Librarians; Information systems; Technology Acceptance Model; Public libraries; Library resources; Multivariate statistical analysis; Information technology; Digital media; Information science; Empirical equations; United States--US; China
Full text:
Available
Collection:
Databases of international organizations
Database:
ProQuest Central
Language:
English
Journal:
The Electronic Library
Year:
2022
Document Type:
Article
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