Exploring the Effectiveness of Social Media Information Communication for Library Users

Abstract

The study is conducted to determine the impact of social media posts (SMP), information quality, accessibility to social media (ASM), social media user trust (SMUT) and technological literacy (TL) on effectiveness of social media communication (ESMC). A survey based data collection approach was used and a sample of 386 library users in Shanghai and Beijing was collected using survey random sampling method. The study used IBM SPSS 26 for determining correlations, model summary, analysis of variance (ANOVA) and regression analysis. It was found that there is no impact of SMP on ESMC. The study determined that information quality, ASM, SMUT, and TL have a significant impact on ESMC. The study addresses the gaps in knowledge and practitioners and policymakers are recommended for significant actions to improve the ESMC.