SNS citizenship behavior based on D&M information system success model and social capital theory: Mediating role of subjective well-being.

Social media has become integral to contemporary society, with online behaviors impacting individual experiences and the wider community. In Bangladesh, a developing country, SNS have played a pivotal role in the nation's digitalization efforts. This study explores the relationship between social capital theory, D&M Information System Model, subjective well-being, and SNS Citizenship Behavior (SCB) among active social media users in Bangladesh. Data was collected from 418 participants through an online survey, and hypotheses were tested using structural equation modeling. The findings indicate that the items of the D&M model positively influenced the aspects of social capital theory, excluding service quality. In contrast, social interaction ties and shared values were positively associated with SCB, although social trust did not exhibit a significant relationship. Additionally, subjective well-being mediated the connection between social capital and SCB. This research offers valuable insights into the factors influencing online prosocial behavior and provides practical implications for cultivating a positive communication culture in the digital era. The model proposed in this study holds significant implications for Bangladesh's policymakers and social networking site authorities, guiding their efforts in implementing technology-based initiatives.