Factors influencing the use of social media by academic librarians in Zimbabwe: a UTAUT model analysis

Purpose: This study aims to examine the use of social media by academic librarians at universities in Zimbabwe with particular focus on the application of the four key constructs of the unified theory of acceptance and use of technology model. This study assesses the degree to which academic librarians in Zimbabwe believe that using social media enhances service delivery, the extent to which academic librarians perceive social media as easy to use, the influence of peers on social media use among academic librarians and the extent to which facilitating conditions influence social media use. Design/methodology/approach: A pragmatist worldview in which both quantitative and qualitative methods were adopted, this multiple case study used face-to-face interviews, self-administered questionnaires and content analysis for collecting data. Findings: Academic librarians in Zimbabwe perceive social media tools to be useful and easy to use in the provision of services. Social influence had a moderate effect on academic librarians’ use of social media for service delivery at universities in Zimbabwe, but they feel that their supervisors do not provide enough help for them to use social media. Originality/value: To the best of the authors’ knowledge, no similar study has been done previously in Zimbabwe. This multiple case study presents useful findings on the acceptance and use of social media by academic librarians in Zimbabwe. © 2022, Blessing Chiparausha, Omwoyo Bosire Onyancha and Ifeanyi Jonas Ezema.