Gender Influences Social Media Adoption among Academic Librarians in India: Utaut Framework Analysis
Author(s): Jaswinder Pal Singh & Baljinder Kaur
Abstract - The research investigates the influence of gender on the utilization of social media in academic libraries of India, using the Unified Theory of Acceptance and Use of Technology (UTAUT). Understanding the impact of gender on the acceptance of social media in library services is crucial as it becomes more integrated. The survey questions specifically target the perception of male and female academic librarians regarding the ease of using social networking platforms in terms of peer influence, service improvement, and user-friendliness. The study used a comprehensive survey methodology to distribute 160 questions evenly among male and female participants, resulting in a 100% response rate. In this research, percentage analysis is used to present and compare data, making the results easier to understand and interpret...
Keywords - Unified Theory of Acceptance and Use of Technology (UTAUT), Academic Libraries, Social Media, Gender.
DOI URL: https://doi.org/10.26761/ijrls.12.1.2026.2046
Cite This Article As: Singh, J.P. & Kaur, B. (2026) Gender Influences Social Media Adoption among Academic Librarians in India: Utaut Framework Analysis. International Journal of Research in Library Science (IJRLS), 12(1) 175-188. www.ijrls.in
Copyright © 2026 Author(s) retains the copyright of this article. This article is published under the terms of the Creative Commons Attribution License 4.0.
Paper ID: IJRLS-2046 Page: 175-188 Publication Date: 26 February 2026