This study explores the factors influencing knowledge sharing (KS) via social technologies (STs) among Pakistani university librarians and its effect on library service innovation. The research employed an expanded version of the theory of planned behavior as its theoretical framework. Data were gathered through a self-administered questionnaire to 281 university librarians of Pakistan using the convenience sampling technique. Descriptive statistics and a multiple linear regression test were used to analyze the collected data. The study found prevalent use of platforms like WhatsApp and Facebook. All nine hypotheses suggesting positive correlations among factors were supported. Key factors found to be shaping librarians’ KS behavior include trust, attitude, enjoyment in helping others, perceived behavioral control, and subjective norms. Additionally, individual behavior intention, perceived reciprocal benefits, and management support were also found to be crucial in fostering KS. On the whole, the study showed a positive impact in knowledge sharing through social platforms on library service innovation. This study will be useful for librarians around the world by providing evidence-based strategies and insights into fostering effective knowledge sharing through social technologies, which can lead to enhanced library services and innovation in diverse library settings globally.
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