Examining the effects of social media storytelling on Gen Z supporting cultural heritage and sustainability in the United Arab Emirates.

This study aims to examine how digital storytelling on social media contributes to family resilience, the preservation of cultural heritage, and the long-term sustainability of cultural identity among Gen Z in the United Arab Emirates. Grounded in the Theory of Family Resilience, this study examines how social media engagement starts emotional bonds, facilitates cultural transmission, and reinforces identity within family structures. Using a quantitative approach, data is gathered from individuals aged 18-27, using structured surveys, who actively use social media. Results indicated a positive effect of social media storytelling on family cohesion, Cultural identity preservation, and cultural sustainability in the United Arab Emirates. The study supported all three hypotheses, indicating that social media storytelling positively affects family cohesion, cultural identity preservation, and cultural sustainability among Gen Z in the UAE. It is found that sharing family traditions and cultural stories on social media strengthens their relationship with family members and helps sustain cultural values across generations. This storytelling promotes better communication, understanding, and a shared sense of identity, promoting awareness and long-term sustainability of cultural practices. Thus, this study provides insights and implications on the role of Gen Z in sustainable cultural values and promoting social sustainability through digital practices, particularly within the rich sociocultural context of the United Arab Emirates. Study limitations and recommendations for future studies are further highlighted accordingly.