Social media has become part of everyday life for millions of South Africans. Beyond communication and entertainment, it has also become a space for shopping and self-expression. Yet the question of how this affects consumers’ happiness and mental health remains not fully explored. Previous studies have shown mixed results about how social media influences well-being. Some link heavy use to depression, isolation, and poor sleep, while others highlight its benefits in building connections and improving life satisfaction. However, little research has explored how shopping-related activities on platforms like Facebook and Instagram, such as sharing purchases, following influencers, or discussing products, affect people’s emotional health.

A recent research study from the University of the Witwatersrand investigated the complex relationship between social media shopping, emotions, loneliness, and well-being among South African users.

The research aimed to examine how social media shopping activities influence users’ well-being and to test whether emotions and loneliness mediate this relationship. Guided by Self-Determination Theory, which emphasises the human need for autonomy, competence, and social connection, the study asked:

• Do social media shopping activities affect well-being?
• Do emotions derived from social media shopping influence well-being or loneliness?
• Does loneliness mediate the link between online shopping and well-being?

To achieve these aims, the researcher used a quantitative, cross-sectional survey involving 262 South African social media users. Data were collected through an online questionnaire distributed via the Borderless Access research panel. The study measured four main variables:

• Social media shopping activities – posting about purchases, sharing advertisements, commenting on friends’ shopping posts.
• Emotions – feelings of joy, optimism, relaxation, or stress experienced during online shopping.
• Loneliness – perceptions of social isolation following online engagement.
• Well-being – overall satisfaction with life and optimism about the future.

The findings show that social media shopping activities increase well-being by generating positive emotions such as happiness and optimism. Engaging in shopping-related activities was linked to lower levels of loneliness, suggesting that online interaction and shared interests can provide a sense of belonging.

Contrary to expectations, loneliness did not significantly mediate the relationship between social media shopping and well-being. This means loneliness from online engagement does not necessarily reduce happiness. Although positive emotions improved well-being, these emotions were not strongly linked to loneliness. The most frequently used social media platforms among participants were WhatsApp, Facebook, YouTube, and Instagram. Overall, the results reveal a dual effect: while social media shopping can enhance emotional satisfaction and connection, excessive or superficial engagement may still lead to emotional fatigue and isolation.

The research findings highlight that social media shopping is not purely a commercial activity; it also fulfils social and emotional needs.