Unlocking Engagement: Determinants of Social Media Adoption and Effective Use in Autonomous College Libraries of Maharashtra, India

Abstract

The faster pace of digital transformation in higher education has put academic libraries in the role of interactive knowledge engagement instead of places that store information passively. Social media platforms have emerged as strategic tools for communication, outreach, branding, and service promotion. In India, autonomous colleges—particularly in Maharashtra—operate within flexible governance structures that provide opportunities for innovation in digital service delivery. However, the adoption and effective utilization of social media in autonomous college libraries remain uneven and theoretically underexplored. This conceptual paper develops an integrated framework explaining determinants of social media adoption and engagement effectiveness in autonomous college libraries of Maharashtra. Drawing on the Technology Acceptance Model (TAM), Diffusion of Innovations (DOI), Unified Theory of Acceptance and Use of Technology (UTAUT), and organizational capability theory, the study proposes a multi-level model linking institutional support, librarian digital competence, governance mechanisms, technological infrastructure, user demand, and content strategy to measurable engagement outcomes. The paper advances twelve research hypotheses and identifies research gaps in Indian LIS scholarship. Theoretically, the study contributes by framing models of global technology adoption and their implications at the Indian autonomous higher education level, and practically contributes by presenting recommendations for policymakers, accreditation bodies, and library administrators. This framework lays a basis for empirical validation with mixed-method approaches towards future research.