Factors influencing the use of social media by academic librarians in Zimbabwe: A UTAUT model analysis

Abstract

This study aims to examine the use of social media by academic librarians at universities in Zimbabwe with particular focus on the application of the four key constructs of the unified theory of acceptance and use of technology model. This study assesses the degree to which academic librarians in Zimbabwe believe that using social media enhances service delivery, the extent to which academic librarians perceive social media as easy to use, the influence of peers on social media use amongacademic librarians and the extent to which facilitating conditions influence social media use.