#Favoritethings: Social Media Posts and Consumer Happiness
HKUST IEMS Thought Leadership Briefs No. 53
Use of social media is rapidly growing in emerging markets, yet relatively little is known about how the contents people post on social media affect their happiness. We find that posting photos of one’s favorite possessions, under hashtags such as #Favoritethings or #Favoriteshirt, leads to greater happiness than posting photos of one’s cumulative possessions or the baseline happiness level.
This effect occurs because reminders of favorite possessions tend to reduce unfavorable social comparisons, which is otherwise prominent on social media. While social media users often post their material possessions on social media, they do not have the “right” intuitions about the type of possession-related content they should post to make themselves happier.
Jingshi (Joyce) Liu, Amy Dalton & Anirban Mukhopadhyay from HKUST have looked into the above pressing issues. They found out that happier users tend to like the social media platform better. Thus, promoting trends for #favoritethings and similar hashtags can create a win-win situation, which benefit both the wellbeing of social media users and that of marketers and social media platforms.
Find out more about their research and their policy recommendations in HKUST IEMS Thought Leadership Briefs No. 53.
About The Hong Kong University of Science and Technology
The Hong Kong University of Science and Technology (HKUST) (www.ust.hk) is a world-class research university that focuses on science, technology and business as well as humanities and social science. HKUST offers an international campus, and a holistic and interdisciplinary pedagogy to nurture well-rounded graduates with global vision, a strong entrepreneurial spirit and innovative thinking. HKUST attained the highest proportion of internationally excellent research work in the Research Assessment Exercise 2014 of Hong Kong’s University Grants Committee, and is ranked as the world’s best young university in Times Higher Education’s Young University Rankings 2019. Its graduates were ranked 16th worldwide and top in Greater China in Global University Employability Survey 2018.
