ABSTRACT
This work sought to provide answers on issues bothering on Librarians’ use of social media in the provision of library and information services in university libraries in South-East, Nigeria. Six specific objectives and six corresponding research questions guided the study which include to: identify the types of social media used by librarians in the provision of library and information services in these university libraries, investigate the extent to which librarians integrate them to provide library and information services in these libraries, among others. Six null hypotheses were formulated and tested at 0.05 significance level. The study reviewed related literature and was centred on three theoretical frameworks namely: The Diffusion of Innovation Theory, McLuhan Media Theory and Uses and Gratification Theory. Relevant empirical studies were reviewed and inferences drawn. Descriptive survey research design was adopted for the study. It covered the South-Eastern states of Nigeria. The study has a population of 177. The entire population was used for the study adopting enumerative sampling technique. Social media university librarians’ use questionnaire (SMULUQ) was used as the data collection instrument, which was validated and tested for reliability. The data collected was scored using a 4-point rating. Data were analyzed using the mean (x) statistics to answer research questions and standard deviation to determine degree of responses. The hypotheses were tested using t—Test statistical tool at 0.05 level of significance. The study ascertained that Facebook, Whatsapp and Online professional group are the social media used by librarians to provide library and information services in university libraries in South-East Nigeria. Eight types of library and information services that librarians apply social media to provide library and information services include resource sharing and inter-library loan services, among others. Librarians in these university libraries, to a high extent, integrate three social media in the provision of library services. Uploading videos on Facebook, applying ethics in sharing information content, creating and managing Whatsapp groups for users, are the ICT skills they possess to effectively integrate social media to library and information services. Low bandwidth / slow internet connectivity, insufficient knowledge about social media platforms, non-existence of social media policy, were among the fourteen challenges librarians contend with in integrating social media to their services. Twelve strategies for effective integration of social media in the provision of library and information services were suggested to include increasing awareness on use of social media tools for library and information services, improving ICT skills of librarians, organizing of workshops on application of social media to library and information services, etc. Besides, there was no significant difference between the mean responses of librarians in federal and state-owned universities in South-East Nigeria on the various variables tested in provision of library and information services. The study recommends, among other things that University librarians and library managers should integrate the use of social media in providing library and information services in order to adequately meet the demands of library users in the 21st century.
TABLE OF CONTENTS
Title Page i
Declaration ii
Dedication iii
Certification iv
Acknowledgements v
Table of Contents vii
List of Tables x
Abstract xii
CHAPTER 1: INTRODUCTION
1.1 Background to the Study 1
1.2 Statement of the Problem 4
1.3 Objectives of the Study 6
1.4 Research Questions 6
1.5 Hypotheses 7
1.6 Significance of the Study 8
1.7 Scope of the Study 10
CHAPTER 2: LITERATURE REVIEW
2.1 Conceptual Framework 12
2.1.1 Social media use 12
2.1.2 Information utilization 16
2.1.3 Role of university libraries 18
2.1.4 Types of social media available to
university libraries 20
2.1.5 Types of services rendered by university
libraries 21
2.1.6 Library and information services social
media are… 24
2.1.7 Extent of integration of social media into
library and… 25
2.1.8 Challenges to integration of social media
into library… 27
2.1.9 Strategies for improving use of social media
into… 28
2.2 Theoretical Framework 30
2.2.1 The diffusion of innovation theory 30
2.2.2 Mcluhan’s media theory 31
2.2.3 Uses and gratification theory 32
2.3 Empirical Studies 33
2.4 Summary of Literature Review 44
CHAPTER 3: METHODOLOGY
3.1 Design of the Study 46
3.2 Area of the Study 46
3.3 Population of the Study 63
3.4 Sample and Sampling Technique 63
3.5 Instrument for Data Collection 64
3.6 Validation of the Instrument 64
3.7 Reliability of the Instrument 65
3.8 Method of Data Collection 66
3.9 Method of Data Analysis 66
CHAPTER 4: RESULTS AND
DISCUSSION
4.1 Results 68
4.2 Major Findings of the Study 81
4.3 Discussion of the Study 83
CHAPTER 5: CONCLUSION AND
RECOMMENDATIONS
5.1 Summary of the Study 91
5.2 Conclusion 97
5.3 Implications of the Study 99
5.4 Recommendations 101
5.5 Limitations of the Study 102
5.6 Suggestion for Further Study 102
REFERENCES
103
APPENDICES 114
LIST OF TABLES
4.1 Mean and standard deviation of the responses
on
types
of social media used by librarians 55
4.2 t-test analysis of the mean ratings
of responses on
types of social media used by librarians 56
4.3 Mean and standard deviation of the
responses on types
of
library and information services that librarians apply social media 57
4.4 t-test analysis of the mean ratings
of responses on types of
library
and information services librarians apply social media 58
4.5 Mean and standard deviation of the responses
on extent
to
which librarians integrate social media 59
4.6 t-test analysis of the mean ratings
of responses on the extent
to
which librarians are integrating social media 60
4.7 Mean and standard deviation of the responses
on ICT
skills
possessed by librarians to effectively integrate social media 62
4.8 t-test analysis of the mean ratings
of responses on ICT
skills
possessed by librarians to effectively integrate social media 63
4.9 Mean and standard deviation of the
responses on challenges
librarians
contend with in the course of integrating social media 64
4.10 t-test analysis of the mean ratings
of responses on
challenges
librarians face in integrating social media 65
4.11 Mean and standard deviation of the responses
on
strategies
for effective integration of social media 66
4.12 t-test analysis of the mean ratings
of responses on
strategies
for effective integration of social media 67
CHAPTER 1
INTRODUCTION
1.1 Background
to the Study
The
21st century evolution, technologies, and approach to knowledge
creation and utilization have pushed libraries of various types across the
globe to incorporate social media into the services offered. The library is
drifting rapidly from as a physical location where people must visit to get
information to a social information superhighway where users access,
communicate and promote the frontiers of knowledge.
Social
media are podia for interaction that are internet-based. While social media are
user-created online contents designed and deployed for opinion, knowledge, and for
sharing information among various people (Yahaya, Aliyu & Adamu, 2016),
social media refer to any of the evolving tools that enable online interaction
among people, groups and organizations. Apparently, the lists of social media
are unending, but the platforms that are beneficial to librarians and library
services are central to this study. Such platforms include Twitter, Facebook,
YouTube, Flicker, Blog, MySpace, Wikis, RSS feeds, Whatsapp, Podcast, The
Library Thing, LinkedIn, Instagram, Online Professional Group, Slideshare (Alonge,
2012). Each of these platforms embody the typical features of a social media
which, according to Olaniran (2014), are concept (art, information, or meme),
media (physical, electronic, or verbal); and social interface (intimate,
direct, social viral, electronic broadcast or syndication or print).
Even
as social media are being used for diverse purposes (Lindsay, 2011), its usage
in libraries and information centres are specifically for marketing, branding,
building customer relationships, enhancing reference services, and disseminating
of library news (Jain, 2013). Consequently, the traditional library walls are
getting dismantled through social media services. No wonder the burgeoning call
for libraries to be present on social media and, that, with a thoughtful
meaning (Simeaton & Davis, 2014). Of course, no other meaning applies here
than that of utilizing the social media to endorse library collections, render
information services, and exploit new spaces. Hence, social media, which are
increasingly changing the way people connect with and share information nowadays,
is also making ways for libraries to effectively communicate and interact with
their numerous users (Akporhonor & Olise, 2015). So far, everything about
social media incorporation into library services has only proved advantageous
to the librarianship (Ezeani & Igwesi, 2012; Parveen, 2011). For instance,
studies in university library settings have shown that students who do not
visit their institution’s physical library can be attracted to the same library
through electronic information services configured on social media (Ayiah &
Kumah, 2011; Dickson & Holley, 2010). While this draws implications for
Nigerian university libraries, no one knows how far those in the Eastern part
of Nigeria are applying social media to entice their user publics. Yet, the
necessity of a university library in education, knowledge acquisition and scientific
investigation cannot be overemphasized (Yahaya et al., 2016).
University libraries are critical
components of any university in the world. They are the fulcrum upon which any
university academic and research activities revolve. In Nigeria and elsewhere, university libraries
are seen as sophisticated and highly developed information systems that inhabit
a collection of information resources on all the knowledge areas pursued by a
university (Nwosu, Okeke & Ejedafiru, 2013; Usman, 2015). They are organizations
saddled with the responsibilities of assembling and consolidating knowledge for
operative use, and for making available the services and infrastructure that support
it (Ranganadham & Babu, 2012). University libraries, therefore, play a role
in fulfilling the educational needs of both students and faculty. Without the
university library, the educational process in the university is incomplete. University
libraries help their host institutions to attain their main missions. And in
Nigeria, the university libraries serve the entire university community
(Nkamnebe, Udem & Nkamnebe, 2014). All the same, amidst the
indispensability of an adequate library in a university to the university’s mission
lies a worrisome concern, which is a concern on how acquainted librarians in
Nigerian university libraries are with social media as well as how prepared and
furnished they are to adopt social media oriented services, including the level
librarians currently exploit social media to serve their user publics.
A
librarian is a person who works professionally in a library, providing access
to information and sometimes social or technical programming, or instruction on
information literacy to users (United States Bureau of Labour Statistics, nd).
A librarian is a person who is in charge of a library or who has been specially
trained to work in a library (COBUILD Advanced English Dictionary nd). A
librarian is a professional trained with a minimum of first degree certificate
in Library and Information Science and other related fields or a first degree
in another discipline and Masters in Library and Information Science degree
(LRCN, 2019). He or she is expected to be certified by Librarians’ Registration
Council of Nigeria (LRCN). Amidst this pre-requisite qualification, with the
current technological advancement and the new media, he/she should be well
informed and skilled to apply these new media to library and information
services.
In
fact, most scholars agree that popular social media are important avenues for librarians
to attract and render exceptional services to their patrons (Chitumbo &
Chewe, 2015; Ezeani & Igwesi, 2012). The patrons are already familiar with
and are immersed in this new found world of social media. Thus, promoting
librarians adoption of social media to reach their varied user publics is
appropriate. Imperatively, librarians must therefore know about the trending
social media and become familiar with their use in other to utilize them
effectively to serve the ever growing and sophisticated patrons. This is
situation that is worth studying, especially as it pertains to South-Eastern
Nigerian university librarians.
Meanwhile, the
term, service, in this study, refers to performance
of duties or work for another. Service provision is therefore the act of
rendering services to library patrons. This conceptualization is synonymous
with Umoh (2017) who outlines the services
available in university libraries in Nigeria to include circulation services,
reference services, current awareness services (CAS), selective dissemination
of information services (SDI), reprographic services, technical services, and
inter-library cooperation services, amongst others. With these arrays of
services in university libraries, it would not be unscholarly to investigate
the extent of use by librarians of these social media to carry out some of the
outlined services to their publics.
Already,
some studies have shown how social media platforms like Facebook, Twitter are
used to market library services and render reference services in libraries (Yahaya
et al., 2016). However, preliminary
inquiries revealed that seven out of the ten university libraries within the
scope of this study are adopting social media to render library services to
their patrons. Yet, anecdotal interactions with thirty nine students of the
same institutions failed to corroborate the reports from the university
libraries. As a matter of fact, the students are concerned that their
university libraries are not visible on the social media. And, in thinking
about the ever-increasing low patronage of students to university libraries,
most of which seem to be dependent on students’ overwhelming preference for the
internet as their source of information, the need for university libraries to
move along the drift to social media is paramount, and rightly justifies the
need for a study of this nature.
1.2 STATEMENT
OF THE PROBLEM
Social
media usage is becoming a common phenomenon in many organizations (both profit
and non-profit). It is being maximally explored by organizations to promote
their products and services and also reach a wider spectrum of clients.
Libraries like other organizations have started embracing and incorporating
social media to its services. Drawing
from the university environment, the university libraries have variety of products
and services for its users. However, it is worthy to note that majority of
these users explore the social media in the digital environment to allay their
varying needs for information. Resulting from this digital cross-over, should
the library allow the users to migrate and thus be relegated to the background?
Existing and potential library users should not be allowed to shift focus to
allied and related information providing agencies and institutions. Libraries
therefore, must inevitably embrace change that is being necessitated by the influx
of technologies, especially social media platforms.
No
doubt, social media, with its numerous benefits and potentials, can be applied
to most activities carried out in libraries and information centres. However, as
a matter of fact, the students are concerned that their university libraries are
not visible on the social media. And, in thinking about the ever-increasing low
patronage of students to university libraries, most of which seem to be
dependent on students’ overwhelming preference for the internet as their source
of information, the need for university libraries to move along the drift to
social media is paramount. Evidence therefore, abound that the rise and
popularity of social media has also posed some challenges that are demanding on
the library science profession.
Pre-research
observation of university libraries by the researcher revealed that South-Eastern,
Nigeria University libraries are faced with the challenge of integrating social
media into library service delivery which has not been empirically unraveled.
This is assumed to have contributed to low patronage of users especially
students to these libraries from the interaction had randomly with thirty-five
(35) students each of five (5) of the institutions under study. This kindled the
researcher’s curiosity to investigate empirically social media use by
South-Eastern, Nigeria University libraries and the level they utilize these
social media in providing their services.
1.3 OBJECTIVES
OF THE STUDY
This
study sought to investigate librarians’ use of social media in providing
library and information services in university libraries in South-East Nigeria.
The specific objectives of this study were to:
1. identify
the types of social media used by librarians in the provision of library and
information services in university libraries in South-East Nigeria;
2. determine
the types of library and information services that social media are applied by
librarians in university libraries in South-East Nigeria;
3. investigate
the extent to which librarians integrate social media into provision of library
and information services in university libraries in South-East Nigeria;
4. find
out if librarians possess the Information Communication Technology (ICT) skills
required to effectively integrate social media into library and information
services in university libraries in South-East Nigeria;
5. determine
the challenges that librarians in university libraries contend with in the
course of integrating social media into library and information services
delivery in South-East Nigeria; and
6. suggest
strategies for integrating social media effectively into the provision of
library and information services in university libraries in South-East Nigeria.
1.4 RESEARCH
QUESTIONS
The following research questions
were formulated to guide the study
1. What
are the types of social media used by librarians in the provision of library
and information services in university libraries in South-East Nigeria?
2. What
types of library and information services do librarians apply social media in providing
library and information services in university libraries in South-East Nigeria?
3. To
what extent do librarians integrate social media into the provision of library
services in university libraries in South-East Nigeria?
4. What
are the ICT skills possessed by librarians to effectively integrate social
media into library and information services in university libraries in
South-East Nigeria?
5. What
challenges do librarians contend with in the course of integrating social media
into library and information services in university libraries in South-East
Nigeria?
6. What
are the strategies for effective integration of social media into the provision
of library and information services in university libraries in South-East
Nigeria?
1.5 HYPOTHESES
The
following null hypotheses are formulated and were tested at 0.05 significance
level:
Ho1: There is no significant
difference between the mean responses of librarians in federal and state-owned
universities in South-East Nigeria on the types of social media used by librarians
in provision of library and information services in university libraries in
South-East Nigeria.
Ho2: There is no significant
difference between the mean responses of librarians in federal and state-owned
universities on types of library and information services librarians apply
social media in providing library and information services in university
libraries in South-East Nigeria.
Ho3: There is no significant
difference between the mean responses of librarians in federal-owned
universities and state-owned universities in South-East Nigeria on the extent
to which librarians are integrating social media for provision of library and
information services.
Ho4: There is no significant
difference between the mean responses of librarians in federal-owned universities
and state-owned universities in South-East Nigeria on the skills required to
effectively integrate social media into library and information services.
Ho5: There is no significant
difference between the mean responses of the librarians in federal-owned
universities and state-owned universities in South-East Nigeria on the
challenges that librarians face in integrating social media into the provision
of library and information services.
Ho6: There is no significant
difference between the mean responses of librarians in federal and state-owned
universities in South-East Nigeria on strategies for effective integration of
social media in the provision of library and information services in university
libraries in South-East Nigeria.
1.6 SIGNIFICANCE
OF THE STUDY
The
following individuals and stakeholders would benefit from the findings of this
study; they include library managers (Heads of libraries), librarians, users of
university libraries and library educators in Nigeria, and researchers.
First,
university librarians would benefit from this study as the findings would
provide information on the status of social media tools in libraries, their
relevance and the various services that social media could be applied to in
libraries. In other words, it would help university library administrators to
take practical steps that would help to reposition the library. It will bring
to the forefront the necessity of incorporating social media to the services
rendered by university libraries. This can be achieved by creating social media
accounts for the library, create a social media unit to anchor these accounts
and supervise library services provided on these platforms.
Through
the findings of this study, libraries and information professionals in
university libraries would appreciate the need to apply social media to library
and information services provided. It would go a long way to stimulate the
interest of librarians towards embracing social media and as well formulate
viable social media policy. The study would help them to understand the nature
of different types of social media and their areas of relevance to library and
information services. Through the findings, university librarians would be able
to appreciate and understand the social media that are adaptable and applicable
to Nigerian university libraries. When this is known, the university library
and information professional would make sure that he/she is skilled in the
these social media especially the ones their library have active accounts on to
be able to effectively render library and information services to patrons on
these social media platforms.
For
the users of the university libraries, the findings would provide library
managers with information that would be used to improve the services offered to
the users. In other words, the users are the end-beneficiaries of the
application of the findings of this study. Through, the incorporation of social
media into university library and information services, users may not need to
physically visit the library at all times before meeting their information
needs. All they need to do is to pay their school and relevant fees to be able
to have adequate access to the ample resources available on the libraries
website and social media platforms from the comfort of their hostels.
The
results of the study would help to raise the consciousness of library educators
in Nigeria to address and re-visit the curriculum to incorporate social media
application to library and information services. This would provide librarians-in-training
with the necessary social media skills needed as to fully apply them in the
work environment. A committee should be set up to review the curriculum both at
undergraduate and post graduate levels and incorporate courses theoretical and
practical on social media, uses and benefits to research, library and
information services.
The
study is significant because it highlights contemporary practices in the
application of ICTs to library and information services delivery in academic
libraries. Improvement in the application of social media to library and
information services could lead to better patronage of university libraries. As
mentioned earlier, creation of social media platforms for the library will
improve the library’s visibility and patronage will invariably increase.
Furthermore,
researchers would find the outcome of this work worthwhile, as it would add to
the store of knowledge and provide platform for further study and discourse on
the subject matter of social media.
1.7 SCOPE
OF THE STUDY
The
study was conducted on libraries of public universities in the South-Eastern
zone of Nigeria. The South-East covers Abia, Anambra, Ebonyi, Enugu and Imo
States. The researcher focused on Federal-owned and State-owned university
libraries within the zone. The South Eastern states are bounded on the west by
Delta State, Rivers and Akwa Ibom States on the south, on the east by Cross-River
State and Benue State on the north. The region occupies an estimated land mass
of 29,525 square kilometers of Nigeria’s 923,768 square kilometers i.e.
approximately 3.2% of the land mass of Nigeria (World Gazetteer, 2013).
The
study covered librarians because they are better positioned to give objective
answers to the research questions. The research focuses on librarian’s
utilization of social media in providing library and information services in
university libraries in South-East, Nigeria and it covered the types of library
and information services that social media can be applied to, extent to which
social media are being applied to library and information services, the challenges
to effective incorporation of social media into the providing of library and
information services and strategies to effectively integrate social media in
provision of library and information services.
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