User acceptance of new media in public relations and marketing activities of PUiTM (UiTM library)

This academic article evaluates user acceptance, behavioral adoption, and strategic communication outcomes regarding 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). As academic libraries transition from conventional promotional methods to interactive, multi-platform digital engagement, evaluating patron receptivity becomes essential to optimizing outreach workflows. To systematically investigate these adoption dynamics, this study evaluates user responses across three primary operational dimensions: (1) Psychometric Analysis of Technology Acceptance, utilizing established theoretical models—such as the Technology Acceptance Model (TAM) or the Unified Theory of Acceptance and Use of Technology (UTAUT)—to measure perceived usefulness, perceived ease of use, and social influence influencing patron interaction; (2) Media Channel Effectiveness and Engagement Metrics, assessing user interaction levels, communication responsiveness, and content satisfaction across social media networks, instant messaging platforms, and interactive digital repositories; and (3) Strategic Marketing Optimization, identifying critical administrative, technical, and perceptual factors necessary to transform passive followers into active library participants. The empirical findings demonstrate that positive user perceptions regarding ease of navigation and information utility significantly drive behavioral intention to adopt and engage with library public relations initiatives. Ultimately, this research provides an applied communication matrix and administrative blueprint for academic librarians, public relations officers, and information managers seeking to refine digital outreach strategies, elevate patron engagement, and enhance the institutional visibility of academic library systems.