HRPYC81
Project 4 Assignment 3 2025
Unique #:
Due Date: 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, RESEARCH PROPOSAL
THE RELATIONSHIP BETWEEN SOCIAL MEDIA USE AND HAPPINESS:
EXAMINING THE IMPACT OF ACTIVE ENGAGEMENT AND USAGE INTENSITY
IN A SOUTH AFRICAN CONTEXT
1. INTRODUCTION
In today’s digital society, the pursuit of happiness has taken a new form through
interactions on social media platforms. Happiness, traditionally associated with
personal achievements, relationships, and life satisfaction, is increasingly influenced
by online activities and social validation (Haidt, 2006; Seligman, 2011). In the South
African context, where social inequality and mental health challenges are
widespread, understanding how social media affects happiness becomes especially
important (David et al., 2014). With millions of South Africans using platforms like
Facebook, WhatsApp, and TikTok daily, it is crucial to explore how these platforms
shape users’ well-being.
Research on the impact of social media use on happiness presents mixed results.
Some findings indicate that excessive digital engagement reduces psychological
well-being (Twenge et al., 2018; Twenge & Campbell, 2019), while others suggest
that certain online behaviours, such as active communication and positive feedback,
can boost happiness (Marciano et al., 2024; Verduyn et al., 2017). However, the
influence of specific factors—such as the motivation behind social media use and the
quality of online experiences—remains unclear and underexplored in local studies.
This research proposal seeks to investigate how motivation for social media use and
the nature of social media experiences (positive or negative) affect subjective well-
being. These two predictor variables will be examined within the framework of
positive psychology and the need for social connection (Baumeister & Leary, 1995).
The study will use a cross-sectional online survey to explore these relationships
among adult South Africans, contributing to a better understanding of digital
happiness in a South African setting.
2. LITERATURE REVIEW
Varsity Cube 2025 +27 81 278 3372
, 2.1 Introduction
Happiness has long been a central theme in psychology, especially within the field of
Positive Psychology. It is often linked to emotional satisfaction, meaning in life, and
fulfilling relationships (Haidt, 2006; Seligman, 2011). With the rise of social media,
researchers are now asking how online behaviours and interactions affect people’s
happiness. Some argue that social media can boost happiness by improving
connection and self-expression, while others warn that it can cause social
comparison, loneliness, and mental distress (Marciano et al., 2024; Verduyn et al.,
2021; Twenge et al., 2018).
This literature review investigates the complex relationship between social media
use and happiness. It defines happiness as a psychological concept, discusses
factors that influence it, and explores how two key social media variables—(1) active
vs. passive use and (2) intensity and duration of use—affect happiness. The review
also highlights why this research is especially important in the South African context,
given local socio-economic and cultural conditions. By drawing from both classic and
modern studies, this review helps explain why some social media behaviours
support happiness, while others harm it.
2.2 Conceptualising Happiness
2.2.1 Dimensions and Definitions
Happiness is broadly understood as a state of subjective well-being that includes
both emotional and evaluative elements. Diener and Seligman (2002) describe
happiness as a combination of life satisfaction and frequent positive emotions. This
definition covers two main areas: hedonic well-being (which focuses on pleasure and
avoiding discomfort) and eudaimonic well-being (which relates to meaning, growth,
and life purpose) (Steger, 2009; Haidt, 2006).
Argyle (2001) separates happiness into affective and cognitive parts. The affective
part includes moods and emotions, while the cognitive part is about how people
judge their overall satisfaction with life. Veenhoven (1994) takes it further by linking
happiness to external conditions such as income, social ties, and political stability, in
addition to internal emotions.
Varsity Cube 2025 +27 81 278 3372
Project 4 Assignment 3 2025
Unique #:
Due Date: 2025
Detailed solutions, explanations, workings
and references.
+27 81 278 3372
, RESEARCH PROPOSAL
THE RELATIONSHIP BETWEEN SOCIAL MEDIA USE AND HAPPINESS:
EXAMINING THE IMPACT OF ACTIVE ENGAGEMENT AND USAGE INTENSITY
IN A SOUTH AFRICAN CONTEXT
1. INTRODUCTION
In today’s digital society, the pursuit of happiness has taken a new form through
interactions on social media platforms. Happiness, traditionally associated with
personal achievements, relationships, and life satisfaction, is increasingly influenced
by online activities and social validation (Haidt, 2006; Seligman, 2011). In the South
African context, where social inequality and mental health challenges are
widespread, understanding how social media affects happiness becomes especially
important (David et al., 2014). With millions of South Africans using platforms like
Facebook, WhatsApp, and TikTok daily, it is crucial to explore how these platforms
shape users’ well-being.
Research on the impact of social media use on happiness presents mixed results.
Some findings indicate that excessive digital engagement reduces psychological
well-being (Twenge et al., 2018; Twenge & Campbell, 2019), while others suggest
that certain online behaviours, such as active communication and positive feedback,
can boost happiness (Marciano et al., 2024; Verduyn et al., 2017). However, the
influence of specific factors—such as the motivation behind social media use and the
quality of online experiences—remains unclear and underexplored in local studies.
This research proposal seeks to investigate how motivation for social media use and
the nature of social media experiences (positive or negative) affect subjective well-
being. These two predictor variables will be examined within the framework of
positive psychology and the need for social connection (Baumeister & Leary, 1995).
The study will use a cross-sectional online survey to explore these relationships
among adult South Africans, contributing to a better understanding of digital
happiness in a South African setting.
2. LITERATURE REVIEW
Varsity Cube 2025 +27 81 278 3372
, 2.1 Introduction
Happiness has long been a central theme in psychology, especially within the field of
Positive Psychology. It is often linked to emotional satisfaction, meaning in life, and
fulfilling relationships (Haidt, 2006; Seligman, 2011). With the rise of social media,
researchers are now asking how online behaviours and interactions affect people’s
happiness. Some argue that social media can boost happiness by improving
connection and self-expression, while others warn that it can cause social
comparison, loneliness, and mental distress (Marciano et al., 2024; Verduyn et al.,
2021; Twenge et al., 2018).
This literature review investigates the complex relationship between social media
use and happiness. It defines happiness as a psychological concept, discusses
factors that influence it, and explores how two key social media variables—(1) active
vs. passive use and (2) intensity and duration of use—affect happiness. The review
also highlights why this research is especially important in the South African context,
given local socio-economic and cultural conditions. By drawing from both classic and
modern studies, this review helps explain why some social media behaviours
support happiness, while others harm it.
2.2 Conceptualising Happiness
2.2.1 Dimensions and Definitions
Happiness is broadly understood as a state of subjective well-being that includes
both emotional and evaluative elements. Diener and Seligman (2002) describe
happiness as a combination of life satisfaction and frequent positive emotions. This
definition covers two main areas: hedonic well-being (which focuses on pleasure and
avoiding discomfort) and eudaimonic well-being (which relates to meaning, growth,
and life purpose) (Steger, 2009; Haidt, 2006).
Argyle (2001) separates happiness into affective and cognitive parts. The affective
part includes moods and emotions, while the cognitive part is about how people
judge their overall satisfaction with life. Veenhoven (1994) takes it further by linking
happiness to external conditions such as income, social ties, and political stability, in
addition to internal emotions.
Varsity Cube 2025 +27 81 278 3372
