Abstract
This paper addresses the adoption and non-adoption of communication methods such as social media and explores the implementation of Web 2.0 technologies and their use in academic libraries. I interviewed 16 library employees from six academic university libraries in the Flanders region of Belgium and in South Africa. I explored five academic university libraries in the urban regions of Flanders and South Africa and one situated in a rural region of South Africa. This article discusses the benefits of using social media as a communication tool to engage with students. The results demonstrate that ‘ease of use’ was portrayed as a beneficial construct and has a positive influence on behavioural intention and use of Web 2.0 technologies. A comparison on the adoption of social media between the two countries indicate that financial resources, infrastructure and management support are crucial determining factors in service delivery.
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