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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.
Hatamleh et al. (Wed,) studied this question.