The Relationship Between Social Capital and Psychological Well-Being: the Mediating Role of Internet Marketing

Syed Khalil Ahmed1, Muhammad Majid Khan2, Rao Aamir Khan2, Bahaudin G. Mujtaba3
1. University of Loralai (Pakistan)
2. COMSATS University Islamabad (Pakistan)
3. Nova Southeastern University (USA)
40 - 53
Cite as:
Ahmed, S.K., Khan, M.M., Khan, R. A., & Mujtaba, B.G. (2020). The Relationship Between Social Capital and Psychological Well-Being: the Mediating Role of Internet Marketing. Marketing and Management of Innovations, 1, 40-53.


The purpose of this study is to investigate the relationship between social capital and psychological well-being through perceived social support testing social media usage as a moderator. This study is based on social capital theory, which is centred on human interaction through social support to amplify the psychological well-being. Data was collected from 368 masters' students belonging to five different campuses. Using partial least squares structural equation modelling the results reveal that perceived social support significantly mediates the link between social capital and psychological well-being, and social media usage heightens the relationship between social capital and saws social support when it is used for a social cause. Findings of the study have some practical implications on how to diagnose and prevent factors that influence the feelings of isolation and loneliness in online interactions. The results are useful for digital media users and managers in higher education distance learning institutions since social interaction might indirectly benefit virtual university students' psychological well-being by increasing the perceived social support followed by social capital. Researchers agree that using social media may help to improve students' levels of life quality if educational administrators can develop novel applications that pay close attention to individuals' social and moral support. As such, social media designers could design more entertaining features to efficiently stimulate students and other users to adapt and meet their needs for social interactions. This research has established that a simple social conversation forum app should be launched by any virtual university to bring their students together where they could feel a sense of belonging and connectedness with a slice of social support. Moreover, teachers should also have a separate informal blog where they could communicate with their students each week to overcome the lack of face-to-face interaction. The administration of virtual universities has to increase the number of face-to-face gathering and seminars, i.e. it should be once in a semester rather than once in the entire study program. It will motivate the students by making references and relations with their peers. By spreading this knowledge, the students may get out of the state of isolation that will improve their performance. By demonstrating this in the higher education sector, virtual universities could reduce the service staff more intelligently through AI, and delay in response time (e.g., communication between student-to-student and student-to-teacher) could also be removed efficiently. Applying this model in virtual university settings could bring local and international students to obtain more significant social support, consequently leading to amplified psychological well-being.

psychological well-being, social capital, internet marketing, social media usage, perceived social support online communities, e-learning, virtual engagement, social ties, online social interaction, loneliness, and isolation.

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