Investigation of factors that influence public librarians’ social media use for marketing purposes: An adoption of the technology acceptance model and theory of planned behavior

This study aims to explore multiple factors that are associated with social media use by public librarians for marketing purposes. Based on the technology acceptance model and theory of planned behavior, the effects of five factors—usefulness, ease of use, attitude, subjective norms, and behavioral control—on social media use intention were examined. A survey was conducted, and 462 valid responses were collected from public librarians across the United States. The findings revealed that all five factors have a significant impact on librarians’ intention to engage in social media activities for library marketing. Perceived behavioral control factors were the most influential on social media use intention. Both practical and theoretical implications are discussed based on the findings of this study.