Is the Medium the Message? Examining Transactions Conducted via Text in Comparison with Traditional Virtual Reference Methods

Abstract Texting is a widespread mode of communication and libraries are experimenting with it to interact with users. This article presents the results of a study on virtual reference service. The authors seek to determine whether or not the texting service is filling a different information need than chat and email by examining the level of difficulty and the topic of questions using these different methods of communication. Findings indicate a marked difference between the type and complexity of questions sent via text and traditional forms of virtual reference, and suggest that texting fills a complimentary role in relation to other traditional virtual reference communication channels used within libraries.