Social Media Shopping Activities, Emotions, and Loneliness on Well-Being in South Africa

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Studies addressing the impact of social media usage on well-being are inconclusive. Current literature has mixed findings on the impact of social media usage on well-being and this research addresses the research gap as little has been explored on the impact of social media shopping activities on well-being. This study investigates the impact of social media shopping activities on well-being focusing on the mediating roles of emotions and loneliness. Drawing on Self-Determination Theory, the research examines how digital shopping experiences on social media platforms influence user’s overall well-being. A cross-sectional survey of South African social media users (N = 262) was conducted, and the data were analyzed using Structural Equation Modeling (SEM). The findings reveal that social media shopping activities are positively associated with well-being, primarily through the generation of positive emotions. However, these activities can also exacerbate loneliness. The study highlights the dual potential of social media shopping activities to either enhance or undermine well-being, depending on the emotional and social context. These results underscore the importance of designing digital environments that foster positive emotional experiences. The research offers valuable insights for marketers, platform designers, and policymakers, emphasizing the need to prioritize user well-being in the digital age.