Towards a Framework to Optimise Social Media Usage in Academic Libraries in Ghana: An Empirical Study

Abstract

This paper sought to propose a framework that may help academic libraries in Ghana to optimise the use of social media in their endeavour to provide library services as well as access to library resources. Using the unified theory of acceptance and use of technology (UTAUT) as its theoretical lens, this study employed a crosssectional survey whereby quantitative data was collected from a total of six-hundred and five respondents through the use of a questionnaire. Statistical analyses were carried out using the statistical package for social sciences (SPSS) and the structural equation model (SEM) analysis to analyse data. The study sought for the following data, which informed the development and constituted  the components of the framework: types and extent of social media commonly used in the libraries, UTAUT variables and respondents’  demographics that significantly influence adoption and use of social media; and strategies and policies that necessitate the successful adoption and usage of social media. The framework offers a deep understanding regarding the aforementioned aspects as well as provides a basis for further research on the utilisation of social media in academic libraries in not only Ghana but worldwide.