BU Academic Review

Where are Gen Z? The Gen Z Virtual Worlds Migration: When Social Media is No Longer a Place for Socializing Anymore

2025-06-17T18:47:10+07:00

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.

A Study of Ideological Communication in the Storytelling of Popular Korean Series in South Korea and Thailand in the Digital Era

2025-07-21T10:57:36+07:00

Narratives are the basis of powerful communication. The entertainment industry, e.g., series or TV drama production, is another required basis to present narratives that can access viewers’ minds and feelings in a wide range. Korean series are an entertainment form that is popular worldwide, including in Thailand. Thus, the key objectives of the study of ideological communication for storytelling of popular Korean series in the digital era in South Korea and Thailand were to decrypt ideologies or mindsets through series and to analyze the elements of storytelling that connected to the social context and social construction of reality. This is qualitative research based on textual analysis of 5 Korean series with all-time highest ratings including Sky Castle (2019) Queen of Tears (2024) Crash Landing on You (2020) Reborn Rich (2022) The World of the Married (2022). The results revealed ideologies that were presented and focused on through these series as follows. The first issue was criticism and questioning about the educational system. The next one was marriage and work, followed by the differences in political ideologies, fighting against power and social injustice. The last issue was restoring and maintaining almost broken families. As for the elements of storytelling, these popular series were outstanding for full-flavored dramas. The created characters were mainly focused on the roles of females rather than males. More specifically, female characters embraced the roles of leadership and strong fighters. Conflicts in the series included fighting against social values, e.g., education, divorce, and injustice, and mainly relied on third-party storytelling. Settings, scripts, wording, pictures, and camera angles were realistic. The presented ideologies could connect to the social context and were considered as the social construction of reality that was questioned or criticized for social problems. Furthermore, it illustrates the influential communicative force of South Korea’s cultural wave, which has emerged as a powerful form of soft power with a global reach.

The Moderating Effect of Income on the Relationship between the Psychological Capital and the Psychological Well-Being among Thai Tourist Guides

2024-08-15T17:13:28+07:00

This research article aims to investigate the income as moderating variable which effect on the relationship between the psychological capital and the psychological well-being among Thai tourist guides. The purposive sampling technique was employed to select the research sample. The questionnaires were collected from 216 Thai tourist guides. The data were analyzed by frequency, percentage, mean, standard deviation and multiple linear regression analysis. The research result revealed that the effect of the psychological capital on the psychological well-being was moderated by income. The interaction between the psychological capital and income affected the psychological well-being of Thai tourist guides in high-income group and low-income group (p < 0.01). In contrast, psychological capital had no influences on psychological well-being among Thai tourist guides in moderate-income group.

Developing Tourism Routes for Michelin Guide Restaurants in Udon Thani Province

2025-06-14T14:00:32+07:00

This study aims to develop feasible food tourism routes for Michelin Guide restaurants in Udon Thani Province. Using document research and qualitative spatial analysis, data were collected from Michelin Guide 2025 listings, Google Maps, and observation records. The analysis covered restaurant locations, operating hours, travel distances, and times. A complete 10-restaurant route (31.5 km, 97 minutes excluding meals) was identified, but practical constraints limit visiting all restaurants in one day. Therefore, alternative routes of 2–4 restaurants were designed based on cuisine type and opening hours. The findings suggest that smaller route clusters enhance feasibility, reduce duplicate travel, and meet diverse tourist preferences. The development of such routes supports local economic growth, promotes Isan food identity, and aligns with sustainable tourism. Recommendations include digital food map development using GIS, AI, and AR, as well as public–private collaboration to integrate food tourism into provincial policies.

Behavioral Factors of Generations Y and Z Influencing Public Transportation Use for PM₂.₅ Reduction in Bangkok

2025-07-08T13:45:22+07:00

The issue of fine particulate matter (PM_2.5) in Bangkok is a significant environmental concern that impacts both public health and the economy, largely driven by a heavy reliance on private vehicles. This research paper aims to study the behavioral factors of the Bangkok population that influence their actions in reducing PM_2.5emissions by shifting to public transportation. The study applies the Theory of Planned Behavior (TPB) and analyzes it using a Structural Equation Model (SEM). Primary data was collected from a survey of 188 individuals from Generation Y and Generation Z, aged between 18 and 44, in the Bangkok metropolitan area. The results indicate that Perceived Behavioral Control (PBC) (β = 0.44, p < 0.01), Personal Moral Norms (PMN) (β = 0.66, p < 0.01), and Attitude (ATT) (β = 0.20, p < 0.01) have a significant positive effect on the intention to use public transportation. Meanwhile, Subjective Norms (SN) did not have a direct effect but showed an indirect effect through PMN and PBC (β = 0.54 and 0.32, p < 0.01, respectively). Policy recommendations include: (1) improving the quality and coverage of the public transportation system, (2) creating economic incentives such as fare discounts or tax credits, and (3) launching campaigns to raise awareness of the impacts of PM_2.5 through social media. This study supports the design of behavior-based air pollution reduction policies and provides a database for economic benefit analysis of travel behavior change in urban areas, consistent with the current behaviors of the people in Bangkok.

The Effectiveness of Google Ads Advertising: A Case Study of the Online Korean Language Learning Website reankorean.com

2024-08-09T15:17:19+07:00

This research aimed at examining the effectiveness of advertising on Google Ads, with a case study of the online Korean language learning website, reankorean.com. And aims to analyze user engagement behavior on the website and study the insights of people interested in learning Korean in terms of keyword usage for searching for online Korean courses. The experiment was conducted over a 30-day period from January 20 to February 18, 2024, divided into two campaigns based on target groups: students who love Korean series, music, and culture, and individuals interested in working in South Korea. Each campaign tested advertisements using keyword groups categorized by search intent: navigational, informational, commercial, and transactional. Data was collected using Google Ads and Google Analytics to analyze which keyword groups were most effective for the two target groups.

The research results showed that advertising on Google Ads using keywords generated 1,860 website visits from Paid Search, representing an increase of 1,134.60% compared to the 30 days prior without advertising, and led to higher course sales. Considering the number of clicks, ad impressions, and expenses, it was found that the informational keyword group was the most effective for both target groups. This result aligns with website user behavior, as the course detail pages, which provide comprehensive information about the courses, had the highest average engagement time. Regarding the insights of people interested in learning Korean, the research revealed that the age of the target audience interested in the advertisements did not match the initially defined target. This indicates that target groups should not be divided by age but by interest, as the motivation to learn a third language is primarily driven by personal interest regardless of age.

Management of Local Traditions to Promote Cultural Tourism in Uthai Thani Province Based on the 5A Concept from Tourists’ Perspectives

2025-05-14T19:32:00+07:00

This quantitative study examines and compares tourists' perspectives on the application of the 5A framework in managing of local traditions to promote cultural tourism in Uthai Thani Province.
A sample of 400 Thai tourists visiting Uthai Thani was selected using convenience sampling. Data were collected via questionnaires and analyzed by descriptive statistics. Moreover, the f-test and one-way ANOVA were employed to examine the differences between groups. Results show that tourists generally have a high to very high opinion of festival management, especially regarding tourism activities and attractions, which scored the highest. Accessibility, facilities, and accommodation were also rated highly. Tourists valued activities reflecting local identity, participation, and memorable experiences. Significant differences in opinions were found based on age, income, education, and region at the 0.05 significance level. Higher-income tourists emphasized the uniqueness of festivals, while younger tourists prioritized travel convenience. Tourists from Northeastern, Central, and Southern regions placed more importance on attractions than those from the Northern region.