The article considers social aspects of rurbanization as a process when rural areas increasingly adopt urban characteristics, which blurs the lines between traditional rural and urban lifestyles. The article presents a comprehensive literature review and a topic modeling analysis to identify key issues when considering social aspects of rurbanization: the impact on mental health, theoretical changes in understanding social interactions, challenges and opportunities in the sustainable infrastructure development, the role of economic policies in balancing rural and urban needs, the influence of smart innovations on local governance and community engagement, changes in education and employment. The authors’ findings highlight both positive and negative effects of rurbanization, such as an enhanced access to urban amenities and increased social tensions. The authors emphasize the need for multi-faceted approaches to diverse challenges determined by rurbanization.