Where are Gen Z? The Gen Z Virtual Worlds Migration: When Social Media is No Longer a Place for Socializing Anymore
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Abstract
The widespread influence of social media has long positioned it as the central digital space for human connection. However, this conceptual article investigates a notable divergence in Generation Z’s (born 1997–2012) digital behavior, focusing on their shifting social interaction patterns away from traditional social media platforms. Gen Z, as digital natives, exhibits a nuanced relationship with online environments, prioritizing authentic engagement and immersive experiences, while highly valuing personalized interactions and unique brand encounters. Drawing upon previous studies and recent industry insights from GEEIQ's SXSW 2025 presentation and We Are Social Thailand’s Digital 2025 reports, this paper argues that traditional social media platforms are increasingly serving as content consumption channels rather than primary social hubs for Gen Z. Instead, immersive virtual worlds and gaming environments are emerging as the new preferred spaces for socialization. This migration is analyzed through three key communication frameworks: Uses and Gratifications Theory (UGT), which explains the pursuit of richer social experiences and identity expression; Social Presence Theory, which links virtual worlds’ 3D nature to a higher sense of Embodied Social Presence that drives deeper engagement (e.g., 11 minutes vs. 1.3 seconds); and Community of Practice (CoP), which illuminates the formation of strong, shared-purpose subcultures within these environments. This analysis provides a timely theoretical understanding of Gen Z's digital choices, emphasizing the critical need for communication scholars and brands to pivot their focus from broad social networks to specialized, immersive virtual communities.
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