Use of social media for information discovery and delivery among information professionals in Pakistan

Abstract

Purpose This study aims to examine how information professionals select a social media channel for information discovery and delivery. This analysis was focused to provide usage based ranking of social media channels for information discovery and delivery. This study has also measured the preference of social media as compared with other information and communication channels such as radio, TV, newspapers, etc., for information discovery and delivery. This study compared the global social media rank with the study rank to record the variances in the light of uses and gratification theory. Design/methodology/approach For this quantitative research study a self-administered survey questionnaire was used to collect data from the participants of the study. Sample of this study was 700 information professionals necessarily user of social media. Findings Findings of this reveals that social media is the most preferred channel for information discovery and delivery among information professionals and study validates the assumption of uses and gratification theory with a view that information professionals are independent and active users of social media and global rank of social media is significantly different from the rank developed in this study. Research limitations/implications The present study is limited to information professionals only and considers social media (only top 20 sites) as an information and communication channel among information professionals. Practical implications This study has determined the preference of social media as an information and communication channel as compared with other information and communication channels and present a ranking based on usage among information professional, which is significantly different from the existing global user based ranking. Social implications Social media provides versatility of information in different forms and large numbers of information professionals are the users of social media around globe. This study shall help information professional to select appropriate channels for information discovery and delivery. Usage based ranking provided in this study shall stream line the social media practices at large. Originality/value This study has developed a usage based rank of top social media. This study elaborated the preference of social media as an information and communication channel.