SOCIAL DYNAMICS OF MARATHON PARTICIPATION: EXAMINING COMMUNICATION, SOCIAL MEDIA ENGAGEMENT, AND WELL-BEING

This study investigates the impact of social media engagement on the well-being of marathon runners in Kazakhstan. Additionally, it explores the mediating role of intention to participate in this relationship, providing insights into how online interactions influence individuals' motivation and overall well-being. A structured survey was employed to collect primary data from 252 individuals who have participated in marathon events. The study utilized a quantitative approach to analyze the relationships between key variables, ensuring the reliability and validity of the findings. The analysis confirmed that intention to participate acts as a significant mediator between social media engagement and well-being. The results support the hypothesized model, demonstrating that increased interaction on social media fosters a stronger intention to engage in marathon activities, which in turn enhances well-being. This research contributes to the existing literature by examining the psychological and behavioral effects of social media engagement in the context of marathon participation in Kazakhstan. The findings provide valuable insights for event organizers, policymakers, and researchers interested in promoting physical activity and well-being through digital platforms. Keywords: Social Media Engagement; Intention to Participate; Well-being; Marathon Runners; Quantitative.