Exploring the Interplay of Cultural Restraint: The Relationship between Social Media Motivation and Subjective Happiness

Islam Habis Mohammad Hatamleh (), Amjad Omar Safori, Amer Khaled Ahmad and Neibal Moh’d Ibrahim Al-Etoum
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Islam Habis Mohammad Hatamleh: Department of Media and Communication Technology, Faculty of Arts and Languages, Jadara University, Irbid 21110, Jordan
Amjad Omar Safori: Department of Journalism and Digital Media, Faculty of Media, Zarqa University, Zarqa 13110, Jordan
Amer Khaled Ahmad: Department of Journalism and Digital Media, Faculty of Media, Zarqa University, Zarqa 13110, Jordan
Neibal Moh’d Ibrahim Al-Etoum: Department of Jurisprudence, Faculty of Sharia, Yarmouk University, Irbid 21163, Jordan

Social Sciences, 2023, vol. 12, issue 4, 1-20

Abstract: This study aims to investigate the intricate relationship between social media motivations and subjective happiness, utilizing a novel framework based on the uses and gratifications theory and cultural restraint. Through a quantitative analysis using structural equation modeling (SEM) of a sample of 391 young Jordanian adults, the findings reveal a surprising positive correlation between social media motivations and subjective happiness, with cultural restraint emerging as a critical moderator in this dynamic. Cultural restraint negatively moderates the relationship between social media motivations and subjective happiness. By shedding light on the powerful role of cultural factors in shaping our relationship with social media, this study offers essential insights for practitioners seeking to enhance user experiences and maximize well-being. This research expands upon existing knowledge, providing a fresh perspective on the interplay between motivation and happiness, and highlighting the potential for understanding cultural restraint to unlock greater happiness and fulfillment in the digital age. The findings indicate that the positive impact of social media motivations on subjective happiness may be influenced by the level of cultural restraint within a society.

Keywords: social media; motivations; culture dimensions; cultural restraint; subjective happiness (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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