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Conceptual framework and Research Methodology

Various components from primary and secondary data are incorporated into a

conceptual framework using external and internal analysis to create a plan representing the

fundamental justification for the research approach. Reference the formulation of the

conceptual framework and the research methodology adopted; we may map the different

research parameters as follows:

Problem to be solved. To evaluate the efficiency of ways by which libraries

(librarians) make use of contemporary social media platforms for marketing their Academic

Library Information Services to current and potential users using technologies such as social

media-based networks, mobile apps, etc.

External Analysis. Global trends about the use of social media to promote Academic

libraries – present/future, factors affecting the same.

Internal Analysis. Use of Social media services by HKBU Library – present/future,

factors affecting same. The same included an analysis of the ways by which HKBU used its

social media pages to promote the library’s services and products.

Primary Data. Survey using a questionnaire mailed to HKBU Library staff. The

survey was posted online on a popular Survey website and a link of the same was mailed to

the participants.
Secondary Data. Internet (Google/websites), journals, reports, archives.
(Refer to appendix A for conceptual framework and methodology).
An analytical process called a research methodology is used to gather information and

data to make managerial decisions. The same takes into account variables such as goals and

objectives, statistical significance, quantitative and qualitative data, sample size, time

available, and the accessibility of information based on specific research philosophies, logic,

and design. Research data shall be collected by studying and analyzing the HKBU college

website, internet archives and records, and primary information collected via an online survey

targeting HKBU library officials.

Reference the same, a questionnaire link was mailed to various library staff members at

HKBU, and their responses were recorded while keeping all answers strictly confidential.

Respondents to whom the survey link was sent included officials from the Library
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Administrative Office, User & Information Services Cluster, Digital Initiatives & Research

Cluster, Resource Discovery Cluster, Resource Management Cluster, Systems Section,

Chinese Medicine Library, and the Shek Mun Campus Library.

As may be noted from Table 1 on the following page (comprising of a copy of the

questions mailed to the above participants), the questionnaire included essay-type, form-type,

and multiple-choice questions. The questions were designed to collect relevant information

about the libraries functioning and its use of social media channels.