Users acceptance of new media used in public relations and marketing activities by (PUiTM) UiTM library

This academic article evaluates the institutional adoption, user perception, and engagement dynamics of modern digital channels by analyzing users' acceptance of new media used in public relations and marketing activities by the Universiti Teknologi MARA (UiTM) Library (Perpustakaan UiTM). Modern academic libraries increasingly rely on digital media platforms—including social networking sites, instant messaging, and interactive web tools—to enhance service visibility, promote information literacy programs, and foster continuous two-way communication with academic communities. To systematically assess user receptivity toward these promotional strategies, this study examines user engagement across three primary analytical dimensions: (1) Psychometric Evaluation of Technology Acceptance, applying established behavioral framework models (such as the Technology Acceptance Model or UTAUT) to gauge perceived usefulness, perceived ease of use, and social influence regarding library digital channels; (2) Interactive Media Engagement and Outreach Efficacy, measuring user participation rates, content relevance, and satisfaction with PR and marketing initiatives delivered via new media platforms; and (3) Strategic Marketing Optimization, identifying key technical, structural, and behavioral factors that encourage active user interaction over passive consumption. The empirical analysis demonstrates that positive user perceptions of ease of use and content utility directly drive higher engagement with library public relations activities. Ultimately, this research provides an applied communication matrix and administrative blueprint for academic librarians, public relations officers, and information managers seeking to optimize new media integration, improve user engagement, and strengthen the institutional brand of academic library systems.