Language style matching as a measure of librarian/patron engagement in email reference transactions

Abstract

In both virtual and in-person reference transactions, creating a supportive environment for patrons is the crucial first step. Evaluating librarians success in creating a supportive environment, however, is challenging. Language style matching (LSM) is a text analysis technique that measures the level of engagement between people. A high level of LSM has been shown to contribute to a sense of perceived support and other positive social outcomes. In this exploratory study, LSM is used to evaluate >1200 email threads from two virtual reference services to determine the level of engagement between patrons and librarians. Results show that email reference provided through the LibAnswers general reference service demonstrated a moderate to high level of LSM 67% of the time and email reference provided by a liaison librarian demonstrated a moderate to high level of LSM 84% of the time. By measuring how well librarians are meeting patrons' affective needs, LSM has the potential to provide a more holistic assessment of virtual reference services.