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Content Analysis of the Facebook Pages of Selected Academic Libraries in Vietnam  

Chi, Duong Thi Phuong (Faculty of Philology, Perm State National Research University, Faculty of Library and Information Science, University of Social Sciences and Humanities (Vietnam National University - Ho Chi Minh City))
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Journal of Information Science Theory and Practice / v.9, no.1, 2021 , pp. 79-89 More about this Journal
This study explores Facebook use in Vietnamese academic libraries by analysing libraries' posts on their Facebook pages and library users' interaction with those posts. A total of 260 posts on four academic libraries' Facebook pages were examined using the content analysis method. The findings reveal that Facebook was mainly used to encourage reading and to transmit announcements. Most of the academic libraries published one post a week. The photo was the most frequent media type of libraries' posts and gained a higher level of interaction than other posts. According to the research results, the user engagement was low, and the user interaction with libraries' posts generally was in the form of reaction. The findings can help better understand Facebook use in Vietnamese academic libraries and may assist libraries in creating a plan for using Facebook more effectively.
social networking sites; Facebook; academic libraries; library promotion; content analysis; Vietnam;
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