The
Role of Social Media in Shaping Library Resource Usage: An Analytical Study
Rekha Saha,
Librarian,
Seth Soorajmull Jalan Girls’ College,
8/9, Bankim Chatterjee Street, Kolkata, West Bengal,
India.
&
Ph.D. Research Scholar,
Department of Library and Information Science,
Netaji Subhas Open University, Kolkata,
West Bengal, India.
Abstract: The rapid
evolution of social media has transformed the operational practices of academic
libraries, modifying communication and service provision. This research
evaluates the impact of social media on the library services of colleges
affiliated with the University of Calcutta. A descriptive and analytical study
approach was used, and data were collected using a standardized questionnaire
administered to students, faculty members, and librarians. A total of
100 respondents were selected via convenience sampling to represent
diverse stakeholders of college libraries. The examination of demographic
characteristics and use patterns was performed using descriptive statistics,
while the association between social media usage and library services was
analyzed by linear regression. The findings indicate a statistically
significant positive correlation between social media use and the efficacy of
library services. Social media was shown to enhance communication, increase
knowledge of library resources, facilitate access to information, and elevate
user satisfaction levels. The regression results indicate that social media use
significantly contributes to the variation in the effectiveness of library
services, leading to the rejection of the null hypothesis. The study finds that
social media has become an integral component of contemporary academic library
services. To optimize its potential in enhancing library services, assistance
is required in strategic planning, professional training, and institutional
backing. The findings will assist library personnel and administrators in
formulating effective social media strategies to improve academic library
services at the University of Calcutta institutions.’
Keywords: Social Media, Academic Libraries, Library Services, College
Libraries, University of Calcutta
Introduction
ICT has blossomed at a very fast pace, transforming
higher education. Communication, collaboration, and sharing of information are
now supported through social media platforms, such as WhatsApp, Instagram,
Twitter (X), Facebook, and YouTube (Eisenbardt, 2021). They are not
simply socializing media anymore; they are now very important in the academic
and career arena. Social media has become a popular way of extending services,
connecting with users, and remaining up-to-date in the digital information
environment of academic libraries (Noel & D. Masalinto,
2025).
Historically, college libraries were physical entities
that centered around print collections and face-to-face services. Users, in
particular digitally native students, today require information in a different
way, and libraries have to reconsider their models of service (Tobechukwu et al., 2025). Libraries can use social media to interact with their
patrons in real-time, publicize resources and events, inform patrons about new
acquisitions, distribute academic content, and offer online references and
advisory services. Social media also gives feedback to libraries, learns the
needs of the users, and creates a participatory culture due to the interactive
nature of social media (Kumbar, 2019).
Academic libraries in India have adopted social media in
the last ten years. These platforms are used to address physical access
restrictions, staffing deficits, and time scarcity in college libraries. Social
media is particularly helpful in the process of remote learning, where
libraries are able to keep the services running and assist teaching and
learning. Nevertheless, the incorporation of library services is not
homogeneous as it depends on institutional policies, technological
infrastructure, employee competencies, and user digital literacy (Akporhonor & Olise,
2015).
The University of Calcutta is a big and heterogeneous
academic network comprised of colleges. Its libraries vary in their
disciplines, student population, facilities, as well as access to digital
resources. Communication and promotion through social media has been practiced
by many, and previous studies have dealt mainly with universities and there
remains a gap in the knowledge on how the media can affect the services of
college libraries (Collins & Quan-Haase,
2012).
The key to assessing the effectiveness of social media in
relation to library services is first to understand the influences of social
media on how well the library can provide information, better user
satisfaction, and a stronger library presence. Best practices, challenges, and
areas that need improvement can be determined with the assistance of an
analytical assessment (Pawar, 2024).
Problem
statement
The increasing use of social media has brought
significant changes to communication and information dissemination in higher
education, including academic libraries. College libraries are now using social
media platforms to promote resources, announce services, communicate with
users, and support learning activities. While social media offers opportunities
to improve visibility and user engagement, its actual impact on the
effectiveness of library services has not been adequately evaluated, especially
in colleges affiliated with the University of Calcutta. Most existing studies
on social media and library services focus on universities or large
institutions, with limited attention given to affiliated college libraries that
operate under varied infrastructural, technological, and administrative
conditions. ‘As a result, there is insufficient empirical evidence on how
social media is being utilized in these college libraries and whether it
contributes meaningfully to improved service delivery, access to information,
and user satisfaction. Moreover, issues such as a lack of trained library
professionals, inconsistent social media usage, uneven digital literacy among
users, and concerns related to information reliability may influence the
outcomes of social media adoption. In the absence of a systematic analytical
assessment, library administrators and policymakers lack reliable data to guide
effective social media strategies. Therefore, it is essential to evaluate the
impact of social media on library services in colleges affiliated with the
University of Calcutta to understand its effectiveness, challenges, and scope
for improvement in the academic library environment.
Research
objective
To evaluate the impact of social media on the library
services of colleges affiliated to the University of Calcutta.’
Research
questions
i) How is social media being used by college libraries to
deliver and promote library services?
ii) What is the relationship between social media usage and
the effectiveness of library service delivery?
iii) How does social media usage improve access to library
resources and information dissemination?
Research
hypothesis
H0: ‘There is no significant impact of social
media on library services of colleges, affiliated to the University of
Calcutta.’
H1: ‘There is a significant impact of social
media on library services of colleges, affiliated to the University of
Calcutta.’
Literature
review
(Henez, 2024) This research examines how social media
affects outreach, community involvement, and communication in contemporary
libraries. Libraries are increasingly using social media to engage with
patrons, offer resources, and spread information. This study examines how
YouTube, Facebook, Instagram, and Twitter affect library usage and patron
satisfaction. 500 library customers were surveyed on demographics, customer
satisfaction, and social media usage. The research found strong links between
library usage and social media use, particularly Facebook. Although user
happiness varied across platforms, YouTube proved to engage individuals the
most. The research reveals that interactive content and rich multimedia might
help libraries reach more individuals on social media. The target market is
mostly younger women. This initiative aims to simplify libraries' social media
and improve user participation and experience.
(Kumar et al., 2024) ‘This study examines how university libraries
employ social media marketing from the perspectives of library professionals
and user responders from various academic fields and schools. A questionnaire
was the major data collection tool in this investigation. It was sent to 1,189
library users and 100 personnel from 8 institutions. The research also
collected data via general observation and interviews. SPSS chi-square test and
analysis of variance were performed to assess whether library workers' and
patrons' opinions varied substantially. Participants, including library
professionals and social media users from many academic fields, agreed that
social media may one day be a valuable library marketing tool. The poll found
that librarians are cautious and insecure, making them reluctant to change. SMM
aims for engaging, actionable content.
(Mamdapur et al., 2023) This study presents a foundation for future
research on social media and library research article patterns. This research
uses Scopus data and bibliometric methodologies from 2002–2021. The study
included 1,208 research papers. These pieces were evaluated using publication
and citation counts, country productivity, international collaboration, keyword
frequency, recurring themes, institution productivity, author productivity, and
journal reputations. No publication ranks higher than "Library Philosophy
and Practice" or "Journal of Biomedical Informatics" in citation
count or publications. US publication, citation, and cooperation rates are
high. Keyword analysis indicates the writers use "social networking"
and "digital libraries" often. Comparing the findings to the
literature led to more investigation and recommendations.
(Modak & Pari, 2022) College libraries often give bachelor's
degrees to students who finish post-secondary education programs. Three or four
years are usual for these programs. One- to four-year curricula are possible.
The library now offers automated circulation, web-OPAC, 24/7 electronic
resource access, e-CAS, and more. It is already a broad inventory that now
includes these additional services. This refreshes library services to meet
steadily rising patron demand. Each library employs professionals,
semi-professionals, non-professionals, and technicians. A library typically
employs four types of workers. Out of 42 nationally owned or supported general
education institutions, 15 participated in the survey, and 16 completed the
questionnaire. The study examined thirteen higher education institutions,
including three government-funded and twelve privately endowed general degree
colleges. Every educational institution received a questionnaire for this
survey-based inquiry. Following the survey analysis, the study presents
findings and suggestions for further research.
(Yalung et al., 2020) ‘This research examined a metropolitan
college's academic library in the Philippines since social media heavily
influences college library usage. With SmartPLS' predictive powers, the college
library advertised academic services on social media. 174 students completed
validated structured questions for this descriptive study. Personal social
media profiles are used by most. Facebook, Twitter, and Instagram are available
in the academic library. Objectives, library account contents, and social media
benefits are compared. The research showed that these characteristics affect
academic library social media marketing. Active social media usage may help
promote the library's resources and services.
(Deepthi et al., 2017) Libraries are increasingly using social media
to deliver services. Due to libraries' social media prominence and
accessibility, users are growing increasingly dependent on library services.
Many social media channels may be used by libraries to provide services.
Examples: Facebook, YouTube, Twitter, LinkedIn, Google+, Instagram. This
research examines university libraries in Karnataka's usage of social media
using data from 54 institution websites. Websites were analyzed using content
analysis. Most universities have websites, with 53 out of 54 having various
domains. Nearly one-third of public and private colleges use Facebook. 18.51%
of links lead to YouTube. Other networks are older than LinkedIn and Twitter.
Few institutions (18.51%) have access to multiple networking sites. State
university libraries are catching up with modern technology, even though most
people only use them for basic stuff. The study's authors recommend that
academic libraries use social media.
(Khan & Ansari, 2014) This research investigates how social
networking (SN) technologies affect interpersonal communication and planning.
For this research, writers polled information specialists via questionnaires.
According to the research, Indian LIS professionals use SN tools extensively.
Social media users are mostly 26–35 years old, and their search patterns on SN
vary from those on conventional search engines. All experts agree: SN is ideal
for LIS dissemination. Indian research institution librarians and information
scientists were surveyed on social networking in library and information
science.
(Tella & Akinboro, 2014) Internet growth has made sharing and finding
information simpler, more sociable, and more entertaining, including the rise
of social media networks. Few libraries utilize social media to serve their
users better, which means fewer individuals use the sites and less feedback. To
address libraries' low social media usage and attract more users to their SNSs,
this book chapter aims to raise awareness of their benefits. So, what are
social media and SNSs? How do they affect digital library services? SNSs have
several traits and sorts. This section covers these and other subjects.
Research
Methodology
The present study is quantitative in nature, as it is aimed at
evaluating the impact of social media on the library services in colleges
within the University of Calcutta. In order to systematically collect, analyze,
and interpret data from the library's primary constituents, including students,
faculty members, and librarians, the descriptive and analytical design was
implemented.
Research
design
The study is based on a descriptive and analytical model
that looks at the impact of social media on college library services. Such a design
will allow a systemic description of existing practices in social media usage
in libraries and make a critical evaluation of their effects on service
delivery. The data collection process was cross-sectional, i.e., the data were
collected at one instance, which was to capture the current situation of social
media adoption and perceived efficacy. The research is conducted with regards
to a quantitative paradigm, i.e., observed variables and statistical
conclusions to be reached.
Variables
Independent variable:
Social media usage
Dependent variable:
Library services
Population
and Sample
The population to be included in the study consists of users and service
providers to college libraries affiliated to the University of Calcutta. The
sample size used was 100 respondents, which is a convenient sample, selected
due to its accessibility and willingness to participate. A sample size of 75
percent students, 15 percent faculty members, and 10 percent librarians was
used to balance between users and professionals.
Sample collected from 10 colleges affiliated with the University of
Calcutta.
1. St. Xavier's College
(Autonomous): A++
2. Behala College
(Autonomous): A++
3. Lady Brabourne College:
A
4. Scottish Church College:
A
5. Loreto College: A
6. Shri Shikshayatan
College: B++
7. Surendranath College for
Women: B++
8. Acharya Girish Chandra
Bose College: B
9. Acharya Jagadish Chandra Bose College: B
10. Syamaprasad College: B
Data
Collection Tool
The structured questionnaire that was developed in this research was
used to collect primary data. The questionnaire consisted of four parts, namely
the demographic information, frequency of library use, a Social Media Usage
Scale, and a Library Services Scale. The usage scale was used to gauge awareness,
engagement, and perceptions of library social media sites, whereas the services
scale was used to gauge quality, accessibility as well as effectiveness of
library services. The scale items were rated using a five-point Likert scale.
Data
Collection Procedure
The questionnaire was distributed through online and offline versions to
the selected colleges in University of Calcutta. The purpose of the study was
explained to the participants, and confidentiality was assured. The analysis
was only done using full questionnaires.
Data
Analysis Techniques
The analysis and coding of data were done in SPSS. Demographic variables
were described using descriptive statistics (frequency and percentages). The
hypothesis was tested, and the effect of social media use on library services
was studied with the help of inferential statistics (linear regression).
Significance was set at p < 0.05.
Scope
of the Study
The present study focuses on examining the impact of social media on
library services in colleges affiliated with the University of Calcutta. It
also analyzes how it is used in platforms to communicate, promote library
resources, deal with users, and disseminate information. The major stakeholders
are the students, members of the faculty, and librarians. The study assesses
the effectiveness of social media as a way of enhancing the effectiveness of
the service and accessibility of information. It is based on the
targetaffiliated colleges and employs statistical approaches to quantify the
connection between using social media and the performance of library services.
Limitations
i)
The study is limited to colleges affiliated
with the University of Calcutta, so findings may not be applicable to other
universities or regions.
ii) Some respondents did not complete the questionnaire
properly, which affected the sample size.
iii) Digital literacy variance between respondents might have
affected the social media use of libraries among respondents.
iv) The differences in technological setups in colleges could
influence the homogeneous application of social media services.
v) A small amount of time and budget constrained the scope
of the sample size and geographical area.
vi) The research relies more on quantitative data.
Results
This section presents the analysis and interpretation of
data collected from students, faculty, and librarians to assess the impact of
social media on the library services of colleges affiliated with the University
of Calcutta. Descriptive and inferential statistical tools were used to test
the hypothesis and interpret the findings.’
“Table 1: Role-wise distribution of participants.”
|
Role |
||
|
|
“Frequency” |
“Percent” |
|
Student |
75 |
75.0 |
|
Faculty |
15 |
15.0 |
|
Librarian |
10 |
10.0 |
|
Total |
100 |
100.0 |
The distribution of respondents by role
indicates that students constitute the majority of the sample, accounting for
75% (n = 75) of the total respondents. This is followed by faculty members, who
represent 15% (n = 15) of the sample, and librarians, comprising 10% (n = 10)
of the respondents.
“Graph 1: Graphical representation of Role
wise distribution of participants.”
“Table 2: Gender wise distribution of
participants.”
|
Gender |
||
|
|
“Frequency” |
“Percent” |
|
Male |
55 |
55.0 |
|
Female |
45 |
45.0 |
|
Total |
100 |
100.0 |
‘The gender-wise distribution of respondents
shows that 55% (n = 55) of the participants are male, while 45% (n = 45) are
female.’
“Graph 2: Graphical representation of gender
wise distribution of participants.”
“Table 3: Age-wise distribution of participants.”
|
“Age” |
||
|
|
“Frequency” |
“Percent” |
|
‘18 - 20 years’ |
26 |
26.0 |
|
‘21 - 23 years.’ |
43 |
43.0 |
|
‘24 - 30 years.’ |
6 |
6.0 |
|
‘31 - 40 years.’ |
9 |
9.0 |
|
‘41 - 50 years’ |
11 |
11.0 |
|
‘Above 50 years.’ |
5 |
5.0 |
|
‘Total’ |
100 |
100.0 |
The ‘age-wise distribution of respondents'
reveals that the majority belong to the 21–23 years age group, comprising 43%
(n = 43) of the total sample, followed by the 18–20 years group with 26% (n =
26). This indicates that a substantial proportion of respondents are young
adults, primarily students, who are typically active users of both library
services and social media platforms. The 24–30 years age group represents 6% (n
= 6) of the respondents, while the 31–40 years and 41–50 years age groups
account for 9% (n = 9) and 11% (n = 11) respectively, reflecting participation
from faculty and library professionals. Respondents aged above 50 years constitute
5% (n = 5) of the sample.
“Graph 3: Graphical representation of age
wise distribution of participants.”
“Table 4: Frequency
of Library Use of participants.”
|
Frequency of Library
Use |
||
|
|
“Frequency” |
“Percent” |
|
Daily |
31 |
31.0 |
|
Weekly |
40 |
40.0 |
|
Occasionally |
18 |
18.0 |
|
Never |
11 |
11.0 |
|
Total |
100 |
100.0 |
The data on frequency of library use
indicates that 40% (n = 40) of the respondents use the library on a weekly
basis, followed by 31% (n = 31) who visit the library daily. This shows that a
substantial majority of respondents (71%) are regular users of library
services. Meanwhile, 18% (n = 18) of the respondents use the library
occasionally, and 11% (n = 11) reported that they never use the library.
“Graph 4: Graphical representationof the
frequency of Library Use of participants.”
Hypothesis
testing
Hypothesis:
‘There is no significant impact of social media on library services of
colleges, affiliated to the University of Calcutta.’
|
“Model Summary” |
||||
|
“Model” |
R |
“R Square” |
“Adjusted R Square” |
“Std. Error of the Estimate” |
|
1 |
.792a |
.627 |
.623 |
4.44417 |
|
a. Predictors: (Constant), Social media usage |
||||
|
“ANOVAa” |
||||||
|
“Model” |
“Sum of Squares” |
“df” |
“Mean Square” |
F |
“Sig.” |
|
|
1 |
Regression |
3253.186 |
1 |
3253.186 |
164.713 |
.000b |
|
Residual |
1935.564 |
98 |
19.751 |
|
|
|
|
Total |
5188.750 |
99 |
|
|
|
|
|
a. Dependent Variable: Library services |
||||||
|
b. Predictors: (Constant), Social media usage |
||||||
|
“Coefficientsa” |
||||||
|
Model |
“Unstandardized Coefficients” |
“Standardized Coefficients” |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
.626 |
1.788 |
|
.350 |
.727 |
|
Social media usage |
.903 |
.070 |
.792 |
12.834 |
.000 |
|
|
a. Dependent Variable: Library services |
||||||
The regression analysis was conducted to test the null
hypothesis stating that there is no significant impact of social media on the
library services of colleges affiliated to the University of Calcutta. The
Model Summary indicates a strong positive relationship between social media
usage and library services, with a correlation coefficient (R = 0.792). The R
Square value of 0.627 shows that 62.7% of the variance in library services is
explained by social media usage, which signifies a substantial explanatory
power of the model. The Adjusted R-Square value (0.623) further confirms the
stability and reliability of the model. The ANOVA results reveal that the
regression model is statistically significant (F = 164.713, p < 0.001),
indicating that social media usage significantly predicts library services.
This confirms that the model provides a good fit for the data and that the
independent variable meaningfully contributes to explaining changes in the
dependent variable. The Coefficients table shows that social media usage has a
positive and statistically significant effect on library services (β = 0.792, t
= 12.834, p < 0.001). The unstandardized coefficient (B = 0.903) suggests that
a one-unit increase in social media usage leads to a 0.903-unit increase in the
effectiveness of library services. The constant term is not statistically
significant, indicating that library services are largely influenced by social
media usage rather than baseline factors.’
Based on these results, the null hypothesis is rejected.’
Major
findings
i) The use of social media is considered to positively
influence library services in college-based universities related to the
University of Calcutta, enhancing the processes of communication, service
delivery, and the process of obtaining information.
ii) The use of social media and the level of effectiveness of
the library services are closely related, and social media can justify a
significant fraction of the change in service performance.
iii) Social media enhances awareness of library resources,
publicity of library activities, and user interaction among students, faculty,
and librarians.
iv) Regular and strategic use of social media contributes to
higher user satisfaction and supports teaching, learning, and research
activities in academic libraries.
Conclusion
This study has investigated the impact of social media on
library services at institutions affiliated with the University of Calcutta.
The impact of social media on library efficacy is significant and positive.
These websites expand user engagement with libraries, promote resource
awareness, and enable fast information interchange. The regression study
substantiates a strong correlation between social media use and enhanced
service offering, validating the concept of proactive, planned engagement with
social media to augment delivery and satisfaction. The null hypothesis is
rejected to underscore the significance of social media as a crucial component
of modern library administration. Social media is seen as beneficial for
exposure, engagement with scholars, and the enhancement of services by
students, teachers, and librarians outside the confines of the physical
library. Despite the benefits, the study demonstrates that the
administration of the platform, personnel training, and institutional policies
must be integrated to realize the full potential of social media. To sustain
effective social media services, it is essential to address challenges such as
irregular updates, disparities in digital literacy, and limitations in
resources. Social media is not only an ancillary tool but a vital component of
contemporary academic libraries. Strategic usage and efficient use of social
media may considerably boost the exposure, accessibility, and relevance of
these libraries, hence increasing their effectiveness in supporting teaching,
learning, and research.
Suggestions
i) College libraries ought to create an effective and
uniform social media strategy, which guarantees constant intentional
communication with users.
ii) The employees of the library ought to be trained on ‘how
to manage and use social media’ platforms.
iii) Platforms should be utilized in advertising e-resources,
new arrivals, scholarly occasions, and library services.
iv) Libraries need to promote user engagement and feedback
with the use of social media to comprehend the needs and expectations better.’
v) Social media efforts should be enhanced by strengthening
institutional support, by instilling infrastructure, and explicit policy
guidelines.
vi) There should be an intensification in the awareness of
the users regarding library social media sites and their value.
vii)
Shared content must be correct, relevant, and
easy to use to ensure that it is credible and engaging.
viii)
Libraries should periodically evaluate the
‘effectiveness of their social media activities to improve service delivery and
user satisfaction.’
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