Social marketing, social media and eudaimonic well-being: a qualitative exploration

Abstract

PurposeThis research considers the role of social media platforms and their impact on individuals' eudaimonic well-being, and aims to help develop a social marketing programme in the future that would enable students in Jordanian universities to flourish, by focussing on their social media drivers and overcoming their challenges in an attempt to improve their psychological well-being (PWB).Design/methodology/approachThe authors used qualitative research examining lived experiences and behaviours around social media use. The authors conducted 39 semi-structured interviews with students at various universities across Jordan, alongside an online survey with open-ended questions, which were based on six PWB dimensions: environmental mastery, personal growth, purpose in life, self-acceptance, autonomy and positive relationships with others.FindingsSocial media use and advertising were found to positively impact students' self-acceptance and relationships with others but to negatively impact their autonomy. They were found to have different impacts on students' sense of purpose in life and personal growth, depending on the content shared on their platforms.Originality/valueThe ethical debate surrounding social media amongst students indicates that such social marketing programmes might stimulate individuals' sense of control over their environment, encourage openness to new experiences, and give their lives a beneficial direction. The study makes recommendations for the creation of an evidence-based social marketing programme that is extrinsically focussed on increasing resilience, creating an audience persona and building awareness of PWB.