Background <p>This study examines how positive and negative affect moderate the relationship between social media addiction and quality of life, focusing on gender differences. It brings novelty by addressing these mechanisms in a culturally underrepresented context, Romanian adults, and integrates emotional regulation into the assessment of digital well-being.</p> Methods <p>Data were collected via an online questionnaire from a sample of Romanian adults. Quality of life was modeled as a latent construct encompassing five dimensions: material and physical well-being, relationships with others, social and civic activities, personal development, and recreation. Multigroup Structural Equation Modeling (SEM) was employed to examine moderation effects across men and women.</p> Results <p>The findings show that negative affect amplifies the detrimental impact of social media addiction on quality of life, while positive affect has a protective role. These effects are present in both genders but differ in intensity, with men showing stronger vulnerability to negative affect and women benefiting less from positive affect.</p> Conclusion <p>The study highlights the importance of emotional regulation and gender-sensitive approaches when addressing social media addiction. The findings provide evidence-based directions for developing personalized interventions aimed at enhancing positive affect and improving emotional coping strategies to mitigate the negative consequences of excessive social media use.</p>