Generation Z and Digitally Transformed Services: The\nPrevalence of Social Phobia

Generation Z (Gen Z) represents the first generation that grew up in a wholly digital environment. This study investigates the relationship between Gen Z's use of Digitally Transformed Services (DTS) and the prevalence of social phobia among them in Saudi Arabia. Gen Z are likely to find DTS a convenient and safe way to seek their gratification and avoid direct social interactions, which can promote social isolation and social phobia. Social phobia, a significant mental health disorder characterized by intense fear of social interactions, has become increasingly prevalent, affecting roughly 13% of the global population. Utilizing the Uses and Gratifications Theory (UGT) and the Social Phobia Inventory (SPIN), this research examines how Gen Z's engagement with DTS contributes to their social anxiety levels. A quantitative methodology is employed, with data collected via online questionnaires from 500 Gen Z individuals aged 18-25 across Saudi Arabia. The study aims to provide insights into the correlation between high rates of Gen Z use of DTS and increased levels of social phobia. The findings are expected to offer valuable recommendations for policymakers to enhance digital service design, mitigating social phobia risks while promoting healthier digital engagement among Gen Z. This research underscores the necessity of addressing mental health in the context of rapid digital transformation, contributing to a deeper understanding of the psychosocial impacts of technology on the younger generation.