Previous studies indicated that active interactions on social networking services (SNS) are positively linked to subjective well-being (SWB). However, how semantic SNS content affects the association between the degree of SNS interaction and SWB has not been investigated. We addressed this issue by conducting a mediation analysis using natural language processing. We first analyzed Twitter data and SWB scores from 217 participants and found that the degree of active interactions on Twitter (i.e., frequency of reply) was positively correlated with SWB. Next, our multivariate mediation analysis demonstrated that positive words served as SWB-promoting mechanisms for highly interactive people, whereas worrying words led to lower SWB for less interactive people, but negative words did not. This study revealed that natural language content explains why individuals who are highly interactive on SNS have higher SWB, whereas less interactive individuals show lower SWB.
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