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Academic libraries are experiencing significant changes and making efforts to deliver their service in the digital environment. Libraries are transforming from being places for reading to extensions of the classroom and learning spaces. Due to the globalized digital environment and intense competition, libraries are trying to improve their service quality through various evaluations. As reference service is crucial to users, this study explores user satisfaction towards the reference service through WhatsApp, a social media instant messenger, at a major university in Hong Kong and discusses the correlation between the satisfaction rating and three variables. Suggestions and recommendations are raised for future improvements. The study also sheds light on the usage of reference services through instant messaging in other academic libraries., INTRODUCTION Due to the advancement of new technologies and mobile devices, library resources and services are more accessible. (1) Apart from independent searching strategies, the interactions between librarians and users [...]