Examining the interlink of social media use, purchase behavior, and mental health

Abstract

The widespread use of social media has created a huge market for digital marketing platforms. However, as people spend more time on social media daily, concerns about its impact on mental health have grown. Although several studies on the effects of social media on mental health have been conducted, the number of studies focusing on this issue, particularly in Malaysia, is still limited. As a result, little is known about the link between social media and purchasing behavior, as well as mental health. In order to fill this gap, the current study examines the relationships between social media use and purchase behavior, social media use and mental health, and purchase behavior and mental health. The data were collected using a quantitative method by distributing a questionnaire to social media users, particularly the X, Y, and Z generations. Data from 195 social media users were analyzed using Partial Least Squares-Structural Equation Modelling (PLS-SEM). There are significant associations between social media use and purchase behavior, as well as the impact of social media use on users’ mental health. There is no evidence, however, to support the significant association between purchase behavior and users’ mental health. The findings can help relevant agencies to better understand the impact of social media use on purchase behavior and mental health, and the impact of purchase behavior on mental health.