This study explores the relationship between social media sharing behavior and the mental health and well-being of college students. Based on the Digital Well-being Theory, we applied PLS-SEM and fsQCA to analyze data from 534 students across two time points. Results show that school-related (β = 0.198, p < 0.05) and social-related (β = 0.234, p < 0.05) social media sharing behaviors positively impact well-being, while work-related sharing (β = 0.247, p < 0.05), though also positive, can increase psychological distress. Psychological distress significantly reduces well-being and mediates the relationship between social media sharing and well-being. However, perceived support effectively moderates this effect, reducing the negative impact of psychological distress on well-being. FsQCA analysis identified multiple combinations of factors leading to higher well-being, emphasizing the importance of considering diverse influences (fsQCA coverage = 60.01%). The study provides practical insights for educators, policymakers, and students on using social media to promote mental health and well-being.

The marketing of short video has become an important force to promote consumption, but its internal mechanism for consumers' joint consumption intention is still unclear. Based on the SOR theoretical framework, this paper constructs a structural equation model (SEM) to analyze the impact of the marketing of short video (utility, reliability and hedonic) on consumers' joint consumption intention. It is found that the marketing of short video can significantly and positively affect consumers' psychological image and perceived value, and ultimately positively promote consumers' joint consumption intention. Further examination shows that psychological image and perceived value play a chain intermediary role in the influence of the marketing of short video on consumers' joint consumption intention. This study makes up for the lack of research on the impact of short video on consumers' joint consumption behavior, and provides management enlightenment for enterprises.