Platform-swinging in a poly-social-media context: How and why users navigate multiple social media platforms

Edson C. Tandoc, Chen Lou, Velyn Lee Hui Min

Research output: Contribution to journalArticlepeer-review

36 Scopus citations


Guided by the frameworks of niche and polymedia theories, this study sought to understand the phenomenon of platform-swinging on social media, which refers to the routine use of multiple social media platforms that has become commonplace across different ages. Based on focus group discussions (FGDs) with 62 social media users in Singapore, this study found that social media users engage in platform-swinging for relationship management and self-presentation gratifications. While these gratifications are also served by individual social media platforms, platform-swinging allows social media users to navigate structural, social, and norm barriers to obtain greater gratification opportunities. This has implications on how social media users subsequently regard and segment their personal relationships.

Original languageEnglish
Pages (from-to)21-35
Number of pages15
JournalJournal of Computer-Mediated Communication
Issue number1
StatePublished - 1 Jan 2019


  • Facebook
  • Gratifications
  • Instagram
  • Niche theory
  • Polymedia
  • Social media

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