THE HYPER-CONNECTED SOUL: A NARRATIVE REVIEW OF SOCIAL MEDIA DEPENDENCY AMONG GENERATION Z THROUGH THE INTEGRATED FRAMEWORK OF DIGITAL MARKETING AND ISLAMIC PSYCHOSPIRITUALITY

Abstract

Generation Z’s immersive digital existence has transformed social media from a mere tool into a primary engine for discovery, commerce, and identity construction. This narrative review evaluates the growing crisis of social media dependency among Gen Z through a dual lens of contemporary digital marketing and Islamic psychospirituality. While platforms like TikTok and Instagram drive the global Islamic economy, they also facilitate "algorithmic colonization," threatening the Maqasid al-Shariah, particularly the preservation of the intellect (Hifz al-Aql).  Utilizing an Integrated Islamic Stimulus-Organism-Response (I-SOR) framework, the study analyzes how commercial and social stimuli interact with the spiritual state of the heart (Qalb). This study adopts a narrative review methodology, synthesizing scholarly literature published between 2021 and 2026 from databases including Scopus, Google Scholar, and relevant Islamic studies repositories. Through thematic analysis, key patterns relating to social media dependency, digital marketing influences, and Islamic psychospiritual interventions were identified and integrated into the proposed framework.  Findings highlight a pervasive shift from private devotion to public display (Riya’), the commodification of worship, and a reliance on "visual Halal" cues within the Nusantara context. The review argues that traditional digital detox strategies are insufficient; instead, it proposes the classical principles of Tazkiyah al-Nafs (soul purification) and Wasatiyyah (moderation) as essential mechanisms for restoring cognitive and moral balance. Recommendations emphasize the necessity for "Muslim Digital Ethics" and spiritual mindfulness (Muraqabah) to foster a Shariah-compliant digital ecosystem that prioritizes the soul’s integrity over engagement metrics.