PERSONAL CHARACTERISTICS AND MOTIVATIONAL FACTORS AFFECTING SOCIAL MEDIA USE FOR SERVICE DELIVERY AMONG LIBRARY PERSONNEL IN UNIVERSITIES IN SOUTHWESTERN NIGERIA

Abstract

Social Media (SM) is known for its inclusive and multi-dimensional roles for effective and efficient service delivery by facilitating closer relationships between the Library Personnel (LP) and the library users. However, evidence has shown that SM use for service delivery among LP in universities, particularly in Southwestern Nigeria has been relatively low. Previous studies have focused largely on awareness, relevance and importance of SM in enhancing service delivery, with little attention to factors that affect usage such as Personal Characteristics (PC) and Motivational Factors (MF). This study, therefore, examined PC (age, gender, level of education, marital status, computer use experience-CUE) and MF (Perceived Usefulness-PU, Perceived Ease of Use-PEOU, Perceived Enjoyment-PE Computer Playfulness-CP) affecting SM use for service delivery among LP in universities in Southwestern Nigeria. Uses and Gratification Theory, Technology Acceptance Model (TAM 3) and Motivational Model of Computer Usage provided the framework, while the survey design of the correlational type was adopted. Forty-two universities (7 federal, 8 state and 27 private) and all 556 LP in Southwestern Nigeria were enumerated. The instruments used were MF (α=0.82): PU (α=0.81), PEOU (α=0.84), PE (α=0.79), CP (α=0.83), SM use (α=0.73), Frequency of use (α=0.72), Purpose of use (α= 0.79) scales. Data were analysed using descriptive statistics, Pearson’s product moment correlation and Multiple regression at 0.05 level of significance. The respondents’ age was 37.36±2.55 years and 51.8% males. Their qualifications were master degree (41.2%), Bachelor in Library Studies (22.6%), Diploma in Library Studies (19.2%), doctoral degree (7.2%) and other related disciplines (7.7%). Their work experience ranged as follows: 13 years and above (27.7%), 5-8 years (26.7%), 1-4 years (25.2%) and 9-12 years (20.5%). Their CUE ranged as follows: 13 years and above (30.6%), 5-8 years (27.1%), 9-12 years (22.0%) and 1-4 years (20.3%). The SM mostly used were WhatsApp (65.1%, 72.6%, 65.2%), Facebook (59.95, 75.2%, 63.6%), Google+ (44.8%, 54.9%, 47.3%) for federal, state and private universities, respectively. The level of frequency of SM use was moderate (𝑥̅ = 71.84) against the test norm of 45.01-90.00. Purposes of use of SM across the universities were communicating and interacting (𝑥 ̅ = 3.33), information and knowledge sharing (𝑥̅ = 3.31), promoting and marketing of library information products and services (𝑥 ̅ = 3.27), advertising new collections and acquisitions (𝑥 ̅ = 3.25). PC: gender (r=0.28), age (r=0.43), marital status (r=0.24), level of education (r=0.31), CUE (r=0.50) and MF: PU (r=0.78), PEOU (r=0.28), PE (r=0.34), CP (r=0.26) had significant relationships with SM use. The independent variables jointly influenced SM use (F(9;459) = 27.192, Adj. R2 = 0.335) accounted for 33.5% of its variance. Age (β=0.123), gender (β=-0.196), CUE (β=0.224), PEOU (β=0.288), PU (β=-0.174), PE (β=0.404) and CP (β=0.132) relatively influenced SM use of the respondents. Personal characteristics (gender, age, marital status, level of education, computer use experience) and Motivational factors (Perceived Usefulness, Perceived Ease of Use, Perceived Enjoyment, Computer Playfulness) influenced Social media use among library personnel in universities in Southwestern Nigeria. Library management, university authorities and government should pay attention to motivational factors, for effective and efficient service delivery.