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Purpose: The unstoppable and exponential growth of social media use has given rise to concerns about the consequent effects on users. Among the major concerns are the psychological consequences, which have received considerable academic attention. The current mixed-methods research aims to examine women's social media use and its effects on their psychological well-being in a patriarchal culture, namely Pakistan. Design/methodology/approach: This study employs a mixed-method research methodology. The quantitative section collected data from 240 women and used structural equation modelling to test the proposed hypotheses. Thematic analysis was used to analyse the in-depth interviews with ten women. Findings: The integration of the findings revealed increased use of social media by women and its beneficial effects (communication and socialisation, escapism and self-presentation), though qualitative findings revealed the cultural implications and obstacles that women face (online anonymity and digital asylum). The study calls attention to women's social media usage patterns and the resulting effects on women's psychological well-being in a low-income country with a patriarchal social structure. Originality/value: Most research remains limited to Western societies and young populations. The situation is somewhat different in developing economies with traditionally preserved cultures compared to Western societies. This study uniquely examines the influence of social media on psychological well-being in a developing country with a special cultural context. [ABSTRACT FROM AUTHOR]

Background: Despite technological, political and economic progress, Pakistan is still a traditionally patriarchal society, and cultural norms curb women's freedom of socialization, which contributes to poor mental health. The digital technology spaces are rampant with male dominance, and offline cultural behaviours are replicated. Therefore, the current research in Pakistan intends to focus solely on women, their social media uses and the consequent impact on their psychological well-being. Furthermore, the mediation role of social capital is explored, which is linked to women's socialization. In virtual communication, women can expand their connection or remain limited to known people. Methods: An online survey collected 240 responses from women social media users. The questionnaire was divided into demographics, social media use patterns like access, online time, frequency of use, social media uses, online social capital and psychological well-being. The obtained responses were statistically analyzed using Smart PLS. Results: Pakistani women use social media extensively; however, their uses are culturally influenced. The women use social media and socialize online but do not openly disclose their personalities and emotions to extend the connection. They seek information only from acquaintances and do not trust newly developed online contacts. Therefore, the mediation role of bonding social capital is significant, referring to the importance of close ties and trust in psychological well-being. Though virtual spaces provide an opportunity for bridging social capital, women use social media for socialization; however, it doesn't contribute to women's psychological well-being. Conclusion: Despite the higher penetration of digital technologies, cultural power still rules in developing countries like Pakistan. Social media uses are gender- and culturally specific, contributing to psychological well-being and developing social capital. The results from Pakistani society recommend ensuring a secure digital experience for women to get maximum benefits from social media and enhance their psychological well-being. [ABSTRACT FROM AUTHOR]