University of Twente Student Theses


Effect of Social Media Brand Engagement on Psychological Wellbeing of Consumers

Katiliute, Alina (2023) Effect of Social Media Brand Engagement on Psychological Wellbeing of Consumers.

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Abstract:The development of social media allowed people from all over the world to communicate and exchange information. As social media use is growing, a lot of attention has been brought to the effect it is having on consumer wellbeing. This research looks at how social media brand engagement (SMBE) influences psychological wellbeing, a topic that is currently limited. A novel conceptual model was developed to explore the topic with four mediating variables: body dissatisfaction, envy, inspiration, and a sense of community. To test the model, a scale was developed from existing literature, and data was collected via a self-administered survey which gathered 171 responses. Linear regression analysis was conducted to evaluate the hypotheses of the conceptual model, with envy divided into two separate factors as a result of an Exploratory Factor Analysis (EFA). The findings indicate that SMBE significantly and positively influences benign envy, inspiration, and a sense of community. Furthermore, body dissatisfaction and malicious envy showed a significant negative influence on psychological wellbeing. The outcomes of this study can be useful for brands and marketers developing social media strategies by focusing on the positive sides, like increasing body image awareness, and addressing negative sides, like malicious envy, to enhance the psychological wellbeing of consumers.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
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