Purpose: The purpose of this research is to investigate the role of social media in supporting the psychological well-being of young expatriates. Design/methodology/approach: The study adopts a qualitative research design based on semi-structured interviews with Gen Z expatriates who are active social media users. Findings: This study reveals social media’s pivotal role in enhancing Gen Z expatriates’ psychological well-being. It fosters virtual connections to their home country, validating their distinctive international experiences, facilitating integration into the host culture and challenging stereotypes. By developing bonding and bridging social capital, social media mitigates cultural distance, strengthens social support and ultimately contributes to positive expatriate well-being. Originality/value: This research responds to the growing call for studies on the intersection of digitalization and expatriation, offering insights into how digital tools can enhance the well-being of expatriates. By developing a conceptual model grounded in social media and expatriate support literature, this research highlights the specific mechanisms through which social media impacts the psychological well-being of Gen Z expatriates, a previously under-researched area. While physical support is limited by geographical proximity and shared experiences, digital support can transcend these boundaries, providing access to a wider range of resources and perspectives. By focusing on Gen Z, a generation known for its digital fluency and reliance on social media, we provide insights that can inform targeted interventions and support strategies specifically tailored to this demographic.

As the concept of sustainability has gained significant attention in recent years as a critical response to escalating environmental challenges and societal shifts, the influence of virtual influencers in promoting sustainability has become a focal point of inquiry. The purpose of this research is to explore the prevalent content themes utilised by virtual influencers to promote sustainability and examine the communication and advocacy strategies they employed in conveying messages related to social and environmental causes. With a qualitative approach and content analysis methodology, the study selects four virtual influencers known for advocating sustainability and analyses a dataset of 137 Instagram posts spanning two years (2022, 2023). Findings indicate that virtual influencers actively engage in advocating for wildlife and nature conservation as the most popular theme, with two distinct communication strategies identified: raising awareness by problematising threats to wildlife and showcasing the beauty of nature and conservation efforts. Additionally, the research uncovers specific tactics employed by virtual influencers, including storytelling, visual content, interactive questions, and inspiring statements, to effectively communicate and advocate for sustainability. This research contributes valuable insights to the dynamic landscape of virtual influencers’ sustainability promotion efforts on social media.