Affordances of social networking sites and imitation of interactions by Generation Z users

Abstract

Purpose – The article examines the relationship between the affordances of selected social media platforms and the ability to imitate interactions through herd behavior (HB) and behavioral mimicry (BM). Design/methodology/approach – We conducted the study using the CAWI method on a group of 184 representatives of Generation Z from selected universities in Poland. Findings – The multiple regression method served for statistical analyses. It showed that respondents, in relation to perceived content popularity (PCP), tend to imitate the interactions of other users in the form of herd behavior (Instagram, Facebook and TikTok) and behavioral mimicry (Instagram). In the same context, the perceived authority of other users (PA) influences the emergence of imitative interactions, on Instagram and TikTok (HB) and Facebook and Instagram (BM). Overall, platforms differ in their potential for imitative interactions, which we could define as habitual interactions. Research limitations/implications – Research limitations result from the specificity of the research sample in the context of its homogeneity and size. Practical implications – The theoretical contribution is related to developing the cognitive-emotional behavioral theory of imitation of social media interactions through herd behavior and behavioral mimicry. We also developed the foundations for the typology of social media users’ interaction imitation. Originality/value – The novelty of the research lies in the application of affordance theory to issues related to the imitation of social media users’ interactions through herd behavior and behavioral mimicry.