With the growing number of customers engaged with social networking sites (SNSs), scholars have started investigating the effects of SNSs’ activities on customers’ well-being perceptions. However, the extant literature has not fully investigated SNSs’ activities that influenced customers’ well-being perceptions when customers shared their hotel experiences. This study explored the effectiveness of the well-being marketing to investigate SNSs’ activities that influenced customers’ psychological needs and impact of a sense of well-being on customers’ brand usage intent, based on self-determination theory in the context of the hotel industry. Results from this study provided theoretical and practical implications on the roles of SNS activities that led to customers’ well-being perceptions.