The moderating effect of cultural restraint on the relationship between users’ motivations for following digital influencers on social media and subjective happiness

This study aims to discover the relationship between university students’ motivations for following digital influencers and their subjective happiness, combining a novel theoretical approach that integrates the Uses and Gratifications Theory (UGT) and Hofstede’s cultural dimension of restraint versus indulgence. Via a quantitative approach employing Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 650 Jordanian university students. Results showed a strong positive association between motivations for following digital influencers—including entertainment, escapism, information-seeking, self-expression, and social interaction—and subjective happiness. Additionally, cultural restraint significantly moderates this relationship, diminishing the positive impact of influencer-following motivations on subjective happiness in highly restrained cultural contexts. These findings offer critical insights into the nuanced chemistry between individual motivations, cultural values, and psychological well-being, emphasizing the importance of considering cultural restraint moderation effects in digital media research. Practically, the study provides essential guidance for content creators, educators, and policymakers aiming to enhance user well-being through culturally sensitive digital media strategies. This research significantly extends existing literature by demonstrating the pivotal role of cultural factors in shaping the psychological outcomes of digital influencer engagement.