How personal, social, and cognitive factors combine to shape Thai college students’ well-being in the social media landscape

This study examined how personal, social, and cognitive factors related to well-being among college students in Chiang Mai, Thailand withinin the context of social media use. A total of 612 participants aged 18–24 years (<i>M</i>_age = 19.54, <i>SD</i>_age = 1.24; 67.5% female) were recruited using convenience sampling. A Kruskal-Wallis test assessed group differences in well-being based on time spent on social media. Structural equation modeling (SEM) examined relationships between perceived peer pressure, social comparison orientation, fear of missing out, growth mindset, and well-being. Multiple regression and simple slope method testedgrowth mindset as a moderator. Perceived peer pressure (β = –0.10, p &lt; 0.05) and social comparison orientation (β = –0.11, p &lt; 0.01) was significantly negatively associated with well-being, while fear of missing out was positively associated with well-being (β = 0.20, p &lt; 0.01). Growth mindset was strongly positively associated with well-being (β = 0.85, p &lt; 0.01), but did not moderate the associations with social media variables. Growth mindset is a strong correlate of well-being, highlighting potential for use in interventions. Social media-related factors were also significantly associated with well-being, underscoring the need for targeted interventions in the digital context. This study investigates how personal, social, and cognitive factors jointly shape the well‑being of Thai college students in the context of social media use. Grounded in Bandura’s social cognitive theory and the PERMA model, findings show that growth mindset is a strong positive correlate of well‑being, while perceived peer pressure and social comparison orientation are negatively linked. Unexpectedly, fear of missing out was positively associated with well‑being, highlighting culturally specific patterns of digital engagement. These findings provide new insights into the psychological experiences of college students in Thailand and underscore the need for culturally informed mental health interventions. Promoting growth mindset and digital awareness may serve as practical strategies to enhance well‑being in highly connected young adult populations.