Abstract
Abstract Considering the prevalence and increased use of online social networking sites (SNSs), the present study investigated the association between visiting SNSs and users’ subjective wellbeing. Data were collected from 251 participants and were analyzed using partial least square-based structural equation modeling. The findings showed that there was no significant direct influence of SNS use on users’ subjective wellbeing. Additionally, the study found a significant mediating influence of passion on the association between SNS visits and subjective wellbeing. Moreover, the study did not find any significant negative mediating impact of obsession with SNS visits and association with subjective wellbeing. Among various personality traits, openness to experience had a positive moderating impact and neuroticism had a negative moderating impact on the association between SNS visits and subjective wellbeing among SNS users. The study provides implications for managers and parents regarding improved SNS use and increased subjective wellbeing.