Instagram for student learning and library promotions: a quantitative study using the 5E Instructional Model

Abstract

PurposeLibraries worldwide, including Hong Kong, increasingly use social media tools to introduce and promote their services and resources to users. Instagram, in particular, is used to target younger users. This study investigates the effectiveness of Instagram in promoting library services and university students' perceptions of the value of Instagram as a learning support tool.Design/methodology/approachA major academic library in Hong Kong was chosen for this study. Library users' habits, perceptions, preferences, and views on Instagram's effectiveness as a learning support tool were compared in two age groups. The data were collected using a survey based on the 5E Instructional Model.FindingsDespite the significantly higher frequency of Instagram use by younger students, the results showed that Instagram was probably an ineffective promotion platform for either age group because of low user engagement, relatively neutral perception of Instagram as a learning support tool, and notably low user acceptance of Instagram as a promotional tool.Originality/valueStudies of student perspectives on various social media tools have increased; however, few have explored the use of Instagram, especially in Hong Kong or Asia. This study provides researchers and librarians with practical insights into current Instagram users' engagement, perceptions, and preferences and their view of its effectiveness as a learning support tool. The study also provides suggestions for improving the current situation.

Editorial: 40th anniversary: contemporary library research

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A quantitative study on utilizing electronic resources to engage children’s reading and learning: parents’ perspectives through the 5E instructional model

“…The second section of the survey focuses on parents' opinions of using electronic resources to promote children's reading and learning and evaluates the effectiveness of electronic resources for encouraging children to read and learn, which addresses RQ2 and RQ3, EL respectively. The survey questions are based on the 5E phases with five-point Likert scale statements adapted from Lam et al (2022).…”

“…respectively. The survey questions are based on the 5E phases with five-point Likert scale statements adapted from Lam et al (2022).…”

Evaluating social media’s communication effectiveness on travel product promotion: Facebook for college students in Hong Kong

“…According to the Mastercard (2018) online shopping survey, most Hong Kong Mastercard users spent their money on airlines, hotels and travel (38.3%, 37.2% and 34.7%, respectively), indicating that travel products or services were one of the most popular categories Hongkongers love to spend on. As promotion activities are no longer restricted to traditional media (Chan and Chiu, 2022), online companies now use social media to engage their customers, build brand loyalty within their virtual community (Cheng et al , 2020; Lam et al , 2022), and cocreate values with their customers (See-To and Ho, 2014). Thus, travel companies, hotels and airlines use social media extensively to promote their products and services (Ni et al , 2021).…”