Exploring the synergistic effects of digital labor and emotional expression on social media on consumer psychological health

Objective: Digital labor encompasses the array of tasks individuals perform online, often unpaid, ranging from content creation to data entry. As consumers navigate these tasks, they also engage in emotional expression on platforms, sharing joys, frustrations, achievements, and setbacks. The interplay of these factors creates a digital ecosystem that may amplify or attenuate psychological stressors. The study posits that the cumulative effect of these engagements, shaped by frequency, intensity, and feedback, significantly impacts the mental well-being of consumers. Methods: Mixed methods will be employed, including surveys assessing daily time spent on digital tasks, frequency and nature of emotional expressions on social media, and psychological well-being indicators. Additionally, qualitative interviews will delve into participants' personal experiences and perceptions related to their digital engagement. Results: Statistical analysis showed significant correlations between digital labor, emotional expression, and psychological health. Those with balanced digital tasks (M = 3 h/day) and positive emotional expressions had a 25% higher well-being score compared to others (p < 0.05). Conversely, intense digital engagement (M = 7 h/day) coupled with predominantly negative feedback led to a 30% rise in feelings of isolation and anxiety (p < 0.01). Neutral or mixed emotional expressions acted as a buffer, resulting in moderate psychological health outcomes, suggesting the combined influence of digital labor intensity and emotional expression nature (F(2,297) = 9.42, p < 0.01). Conclusion: Digital labor and emotional expression on social media jointly influence consumer psychological health. A balanced digital engagement, characterised by purposeful tasks and positive interactions, can bolster well-being, while over-engagement paired with negative online interactions may pose risks.