Exploring University Student’s Experience of Self-Regulation and Mental Wellbeing in Context ofShort Form Social Media Engagement: Investigating the Challenges

The current qualitative work investigates how universitystudents self-regulate and experience well-being when using short-form content engagement (SFCE) on social media platforms such as YouTube Shorts, TikTok and Instagram Reels. Fifteen participants (aged 19-27) were interviewed as part of a series of semi-structured interviews and data were analyzed using (Braun and Clarke’s 2006) systematicapproach to thematic analysis. The deductive method was followed and informed by the literature ofdigital engagement and psychological well-being. Three key themes were noted: (1) Helix of Scrolling, representing the routine and immersive aspect of SFCE use; (2) Adrift or Docked Up, (3) paralleling how students were trying to control their utilization, either consciously or through inner battles; (3) Digital Comfort Zones, illustrating that SFC was both anemotional escape and a mental burden. Some students used active tactics such as app restrictions or mindful breaks,others said they felt overwhelmed or emotionally splintered. Results underscore the two-sided role of SFCE—both as coping and as a stressor—and emphasize the value of educational interventions promoting digital literacy and healthy online practices in theuniversity students.