Show simple item record Williams, Marion Lucille Dhoest, Alexander Saunderson, Ian 2021-03-19T18:51:36Z 2021-03-19T18:51:36Z 2019
dc.identifier.issn 0737-8831
dc.description Article published in the Library Hi Tech Vol. 37 No. 3, 2019 pp. 480-495 en_US
dc.description.abstract Purpose – The purpose of this paper is to explore social media usage in an academic library in South Africa and the factors influencing its use. The primary goal of the study was to examine perceptions surrounding the impact of non-adoption of social media on morale, and to explore the consequences of digital inequality. Design/methodology/approach – Using a qualitative method, in-depth interviews were conducted with a small sample comprising six key informants at the University of Limpopo Libraries. Findings – The findings suggest that non-adoption of social media has a negative influence on morale, and that it is a very necessary tool required for interaction with students as well as promotion and marketing of the library’s resources. Research limitations/implications – This paper is limited to one academic library in South Africa situated in a rural area. The research suggests that more academic libraries in rural areas be studied to ascertain if geographical location and finance are barriers to social media adoption. Originality/value – This study addresses non-adoption of social media and suggests ways to improve employee morale and retention. The research contributes to current research. en_US
dc.format.extent 32 pages en_US
dc.language.iso en en_US
dc.publisher Library Hi Tech en_US
dc.relation.requires pdf en_US
dc.subject Academic libraries en_US
dc.subject Social media en_US
dc.subject Digital divide en_US
dc.subject Environmental factors en_US
dc.subject Employee morale en_US
dc.subject Non-adoption en_US
dc.subject.lcsh Digital media - Social aspects en_US
dc.subject.lcsh Online social networks en_US
dc.subject.lcsh Social media in education en_US
dc.subject.lcsh Academic libraries --South Africa en_US
dc.title Social media, diffusion of innovations, morale and digital inequality : A case study at the University of Limpopo Libraries, South Africa en_US
dc.type Article en_US

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