Examining the Influence of Social Media Usage on Job Performance: A Study of University Librarians in Punjab
DOI:
https://doi.org/10.70670/sra.v4i2.2136Keywords:
Social media, Work performance, University librarians, Punjab, Pakistan, Library Resources, Library Services, Internet of Things.Abstract
Social media now plays an essential part in everyday life, impacting communication, social interactions, and information exchange. It affects social, professional, and personal aspects, among other domains. Social media empowers people to communicate with one another globally by removing geographical constraints. This research examined the effects of social media use on university librarians' productivity in Punjab, Pakistan. The study attempts to evaluate how social media affects workplace productivity through a thorough survey given to librarians from public and private organizations. The study's goals include defining the kinds of professional services offered via social media, determining which social media platforms librarians use most frequently, assessing work performance self-efficacy, investigating obstacles to the efficient use of social media for professional services, and examining gender differences in perceptions of work performance. Methodologically, 83 respondents were given a structured survey using the census technique. Data analysis was conducted with SPSS-24. The researcher aimed to provide insight into gender dynamics in work performance perceptions and contribute to the conversation about social media in professional settings, particularly in the field of librarianship. To meet the research objectives, analytical tools such as descriptive and inferential statistics were utilized. According to the report, most librarians promote library services on social media. The survey found that WhatsApp is the most popular social media platform for promoting information and library services. The study indicated that participants were able to complete work-related tasks quickly and effectively by prioritizing their assignments using social media and managing their time effectively. The results showed that social media platforms are widely used for reference services, with a focus on task and contextual performance in particular. The research also revealed that most librarians encounter obstacles and issues when delivering library services, such as poor internet connections, load shedding, a lack of funding, and a shortage of opportunities for professional development related to social media use. This research provides insights into the opportunities and challenges faced by librarians in effectively utilizing social media, and it emphasizes the importance of understanding the complex dynamics of social media's impact on work performance.
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