| Abbreviations | 第18-19页 |
| 摘要 | 第19-23页 |
| Abstract | 第23-26页 |
| 1 Introduction And Significance Of The Study | 第27-51页 |
| 1.1 Research Background | 第27-30页 |
| 1.2 Conceptual Perspective | 第30-35页 |
| 1.2.1 Concept Of Marketing And Library Systems | 第30-31页 |
| 1.2.2 Service Marketing In Libraries | 第31-34页 |
| 1.2.3 Definition Of Social Media | 第34-35页 |
| 1.3 Social Media Tools And Library System In Universities | 第35-38页 |
| 1.4 Opportunities Of Social Media Application For Library Professions | 第38-41页 |
| 1.5 Purpose Of The Study Problem | 第41-47页 |
| 1.5.1 Statement Of The Research Problem | 第41-44页 |
| 1.5.2 Aim Of The Study | 第44-45页 |
| 1.5.3 Objectives Of The Study | 第45页 |
| 1.5.4 Research Questions | 第45-47页 |
| 1.6 Structure Of The Thesis | 第47-49页 |
| 1.7 Innovations Of The Study | 第49-51页 |
| 2 Theoretical Background And Literature Review | 第51-68页 |
| 2.1 Theoretical background of the study | 第51-56页 |
| 2.1.1 Technology Acceptances Model (TAM) | 第52-53页 |
| 2.1.2 Diffusion Of Innovation (DOI) | 第53-54页 |
| 2.1.3 Users And Gratification Theory (UGT) | 第54页 |
| 2.1.4 Theory Of Reasoned Action (TRA) | 第54-55页 |
| 2.1.5 Application Of Technical Acceptance Model (TAM) For The Current Study | 第55-56页 |
| 2.2 Literature Review | 第56-68页 |
| 2.2.1 Social Media Adaptation In Universities And The Libraries | 第56-58页 |
| 2.2.2 Types Of Social Media Adaptation In Universities | 第58-60页 |
| 2.2.3 Social Media On Marketing Of Library Resources | 第60-66页 |
| 2.2.4 Research Gap Identified From The Literature Review | 第66-68页 |
| 3 Research Design | 第68-78页 |
| 3.1 Research Methodology | 第68页 |
| 3.2 Methodological Design | 第68-70页 |
| 3.3 Main Study | 第70-71页 |
| 3.4 Research Participants And Sample Techniques | 第71-72页 |
| 3.5 Demographic Of The Response | 第72-74页 |
| 3.6 Survey Design | 第74-76页 |
| 3.6.1 Variables And Measurements | 第74-75页 |
| 3.6.2 Data Gathering Techniques (Instrumentation) | 第75-76页 |
| 3.7 Data Analysis Method | 第76-78页 |
| 4 Data Analysis | 第78-102页 |
| 4.1 Current Usage Of Social Media In Sri Lankan University Libraries | 第79-85页 |
| 4.1.1 Library Professionals Experienced In Use Of Social Media | 第80-81页 |
| 4.1.2 The Gender And Experienced In Use Of Social Media | 第81-82页 |
| 4.1.3 The Age And Experienced In Use Of Social Media | 第82-83页 |
| 4.1.4 The Education Level And Experienced In Use Of Social Media | 第83-84页 |
| 4.1.5 The Experience In Social Media Usage In University Libraries | 第84-85页 |
| 4.2 The Purposes Of Adapting Social Media | 第85-95页 |
| 4.2.1 Marketing Of Library Products And Services | 第85-86页 |
| 4.2.2 Marketing Specific User Awareness Service Programs | 第86-87页 |
| 4.2.3 Improve The Library Image And E-Reputation | 第87-88页 |
| 4.2.4 Reach A New Audience Of Potential Users | 第88-89页 |
| 4.2.5 Push Library News And Press Release | 第89-90页 |
| 4.2.6 Make Available Quick Updates To Users | 第90-91页 |
| 4.2.7 Discussion And Collaborative Works | 第91-92页 |
| 4.2.8 Spread News And Service Alerts | 第92-93页 |
| 4.2.9 Fund Raising | 第93-94页 |
| 4.2.10 Feedback On Library Resources | 第94-95页 |
| 4.3 The Motivation Factors For Introducing Social Media In University Libraries | 第95-100页 |
| 4.3.1 The Users Want It | 第95-97页 |
| 4.3.2 The Library And Modern Impression | 第97-98页 |
| 4.3.3 Library Products And Marketing | 第98-99页 |
| 4.3.4 Library Image And Attractiveness | 第99-100页 |
| 4.4 Summery | 第100-102页 |
| 5 Usefulness Of Social Media In Marketing Of Libraries | 第102-127页 |
| 5.1 The Effective Level Of Social Media Usage | 第102-103页 |
| 5.2 The Functions Of Social Media | 第103-110页 |
| 5.2.1 Attraction Of Users To The Library | 第104-105页 |
| 5.2.2 Promote The Collection | 第105-106页 |
| 5.2.3 Reach Out And Interaction With Potential Users | 第106-107页 |
| 5.2.4 Improve The Library Image And E-Reputation | 第107-108页 |
| 5.2.5 Circulate Library New Acquisition Details Quickly And Widely | 第108-109页 |
| 5.2.6 Platform For Information Literacy Education | 第109-110页 |
| 5.2.7 Improve User Satisfaction And Promote The Use Of Services | 第110页 |
| 5.3 Importance Of The Use Of Social Media For Marketing Library Services | 第110-112页 |
| 5.4 Usefulness Of Social Media In Marketing Of Libraries | 第112-125页 |
| 5.4.1 Social Media Is An Effective Marketing Tool | 第112-113页 |
| 5.4.2 Social Media Capture Potential Clientele Of The Library | 第113-114页 |
| 5.4.3 It Helps To Minimize The Traditional And Existing Library Methods | 第114-115页 |
| 5.4.4 It Helps To Make Sharing, Communicating And Create Information | 第115-116页 |
| 5.4.5 It Helps To Reach Out To Potential Users | 第116-117页 |
| 5.4.6 It Helps To Connect More Deeply With The Broader Library Community | 第117-118页 |
| 5.4.7 It Helps Libraries In Building Collaborative Network With The Clientele | 第118页 |
| 5.4.8 Engagement Between Users, Library Staff And Services | 第118-119页 |
| 5.4.9 Social Media Helps Students In Locating Library Resources | 第119-120页 |
| 5.4.10 Cooperation And Knowledge Sharing | 第120-121页 |
| 5.4.11 Broadcasting News And Information About Library Resources | 第121-122页 |
| 5.4.12 Social Media Helps In Promoting Distance Learning | 第122-123页 |
| 5.4.13 Interactive User Centered Library And Information Service | 第123-124页 |
| 5.4.14 It Helps To Ask Question Or Provide Feedback About Library Services | 第124-125页 |
| 5.5 Summery | 第125-127页 |
| 6 Social Media For Library Marketing | 第127-147页 |
| 6.1 The Services Provided By Social Media For Library Clientele | 第127页 |
| 6.2 Social Media For Marketing Resources | 第127-136页 |
| 6.2.1 Discover Library Information Resources | 第127-128页 |
| 6.2.2 Reference Service | 第128-129页 |
| 6.2.3 Questions And Answers | 第129-130页 |
| 6.2.4 Bibliographic Instructions | 第130-131页 |
| 6.2.5 Borrow And Return Convenience | 第131-132页 |
| 6.2.6 User Education, Teaching And Related Activities | 第132-133页 |
| 6.2.7 News And Current Awareness Activities | 第133-134页 |
| 6.2.8 Reservation Service | 第134-135页 |
| 6.2.9 To Get User's Feedback On Library Services | 第135-136页 |
| 6.3 The Possibilities To Use Social Media To Market University Libraries | 第136-145页 |
| 6.3.1 Wikis | 第136-137页 |
| 6.3.2 Facebook | 第137-140页 |
| 6.3.3 Blogs | 第140-143页 |
| 6.3.4 Flicker | 第143-144页 |
| 6.3.5 Twitter | 第144页 |
| 6.3.6 Youtube | 第144-145页 |
| 6.4 Summery | 第145-147页 |
| 7 Challenges Of Using Social Media For Library Profession | 第147-176页 |
| 7.1 The Challenges To The Librarians To Introducing Social Media Tools For Marketing Library Resources | 第148-160页 |
| 7.1.1 Users Are More Convenient With Conventional Methods | 第149页 |
| 7.1.2 Library Staff Is More Convenient With Conventional Methods | 第149-150页 |
| 7.1.3 Library Staff And Users Attitudes Are Not Positive | 第150-151页 |
| 7.1.4 There Is No Enough Financial Support | 第151-153页 |
| 7.1.5 Library Staff Does Not Have Right Skills For It | 第153-154页 |
| 7.1.6 The University Management Is Critic Of It | 第154-155页 |
| 7.1.7 Time Consuming | 第155-156页 |
| 7.1.8 Lack Of Training Opportunities | 第156-157页 |
| 7.1.9 It Is Not The Library Mission | 第157-158页 |
| 7.1.10 Lack Of Resources In Libraries | 第158-159页 |
| 7.1.11 Internet Policy On Internet Access | 第159-160页 |
| 7.2 The Problems In Using Social Media For Marketing Library Services | 第160-173页 |
| 7.2.1 Too Many Social Media Tools To Learn | 第160-163页 |
| 7.2.2 Lack Of Time To Use Social Media | 第163页 |
| 7.2.3 Privacy Issues | 第163-165页 |
| 7.2.4 Confidentiality Of Information | 第165-166页 |
| 7.2.5 Lack Of Knowledge How To Use It | 第166-167页 |
| 7.2.6 Inadequate Funding For Libraries | 第167-168页 |
| 7.2.7 Lack Of Staff, Resources Or Competence | 第168-169页 |
| 7.2.8 Inadequate Training For Library Staff | 第169-170页 |
| 7.2.9 Slow Speed Of Internet | 第170-171页 |
| 7.2.10 General Hesitation About The Potential Benefits Of Social Media | 第171-172页 |
| 7.2.11 Lack Of Social Media Policies | 第172-173页 |
| 7.3 Summery | 第173-176页 |
| 8 A Recommended User-Librarian Collaborative Model (Ulcm) Using Social Media For Marketing Library Services In Sri Lanka | 第176-187页 |
| 8.1 Rationality Of The Model | 第176-184页 |
| 8.1.1 Structure | 第177-178页 |
| 8.1.2 Functions | 第178-181页 |
| 8.1.2.1 User Engagement (Ue) | 第178-179页 |
| 8.1.2.2 Discovery And Feedback (Df) | 第179-180页 |
| 8.1.2.3 Development And Management (Dm) | 第180页 |
| 8.1.2.4 Teaching And Learning (Tl) | 第180-181页 |
| 8.1.3 Dimensions | 第181-184页 |
| 8.2 Application Of The Model | 第184-187页 |
| 9 Discussion, Conclusion, Implications And Recommendations | 第187-215页 |
| 9.1 Discussion | 第187-206页 |
| 9.1.1 Library Academics In The University Libraries And Social Media | 第188页 |
| 9.1.2 The Motivation Factors To Adapt Social Media For Marketing | 第188-192页 |
| 9.1.3 Usefulness Of Social Media On Marketing | 第192-197页 |
| 9.1.4 Social Media Marketing | 第197-201页 |
| 9.1.5 Determining Factors Of Using Social Media For Library Profession | 第201-206页 |
| 9.2 Conclusion | 第206-208页 |
| 9.3 Implications Of The Research | 第208-212页 |
| 9.4 Recommendations | 第212-213页 |
| 9.5 Limitations And Future Prospective | 第213-215页 |
| References | 第215-222页 |
| APPENDIX 1: QUESTIONNIRE | 第222-231页 |
| LIST OF PUBLICATIONS | 第231-232页 |
| ACKNOWLEDGEMENTS | 第232-233页 |
