#SocialMediaWellness: Exploring a research agenda and conceptualization for healthy social media consumption

Abstract

The crossroads of scholar and marketer concerns related to healthy social media usage is where this study extends the burgeoning literature on consumer well-being in the digital area by exploring the topic of social media wellness, made more salient during the pandemic era. Consumers spend increasing amounts of time on social media despite experiencing numerous negative repercussions. Various disciplines have contributed to the examination of this topic; however, scant research has been conducted within the consumer research or marketing disciplines. Therefore, this paper aims to shed light on the need for social media wellness by (1) highlighting issues related to social media consumption, (2) introducing a conceptual definition of social media wellness, (3) exploring consumers' perceptions and experiences of social media usage through topic analysis, and (4) providing a research agenda for scholars to pursue. Following an exploratory observation of common topics surrounding social media wellness, specific hashtags and their corresponding posts were gathered from Twitter and then examined using the topic modeling method Latent Dirichlet Allocation (LDA). Implications and future research are discussed accordingly.