Why Is One Social Media Platform Not Enough? A Typology of Platform-Swinging Behavior and Associated Affordance Preferences

Abstract

This study seeks to advance the scholarship on the phenomenon of social media platform-swinging in the context of the polymedia environment in China. Specifically, drawing on the theoretical frameworks of uses and gratifications and channel complementarity theory, we propose that the platform-swinging behavior is driven by users’ various complementary and supplementary needs. Drawing on 32 semi-structured interviews, we identify four distinct types of platform-swinging behavior: social connecting, impression managing, information seeking, and aimless swinging. We further reveal that, depending on various complementary and supplementary needs, each type of platform-swinging behavior has distinct media affordance preferences. By profiling the distinct platform-swinging behaviors and examining their preferred affordances, the study advances our theoretical understanding of the dynamics between the polymedia ecology and users’ gratifications.