PHUBBING PHENOMENON: CONTEMPORARY DISCOURSE IN THE DIGITAL WORLD AND SOCIAL RESPONSIBILITY OF MARKETING
Tetiana ZAVALII, Irina ZHALINSKA, Zhytomyr Polytechnic State University, Ukraine
Аннотация
The modern digital world, along with many opportunities, raises a significant number of challenges. One of them
is the emergence of the phubbing phenomenon as a manifestation of users’ dependence on smartphones and constant
distractions on social networks. In this regard, the problem of forming ethical behavior while social interaction in
both the digital world and live communication arises.
The article has investigated the peculiarities of the phubbing phenomenon and its influence on social interactions
in terms of strengthening the social responsibility of marketing activities on the part of smartphone industry companies. The emergence of the phubbing phenomenon and the term for its designation has been examined. It has been
demonstrated that the problems of ethical behavior during live communication have become more relevant due to the
growth of the number of mobile phone users.
Definitions of phubbing, generated by modern means of Artificial Intelligence, i.e. Midjourney Neural Network
and ChatGPT, as well as connections between the phubbing phenomenon and marketing have been given. The main
types of phubbing and the terminological apparatus of phubbing, which are highlighted in scientific papers for the
time being, have been summarized. The use of Google Digital Tools, i.e. Google Trends, has enabled analyzing the
popularity of the term ,,phubbing” in the world and in Ukraine. A survey of students of Zhytomyr Polytechnic State
University (Ukraine) was conducted in order to determine the attitude of Generation Z towards the behavior related
to phubbing. Examples of drawing attention to the problem of phubbing have been given. It has been demonstrated
that the active position of smartphone industry companies regarding the formation of ethical behavior in a hybrid environment is relevant for a number of reasons. Development and implementation of company policy regarding social
responsibility can be done through marketing activity of smartphone industry companies.
Keywords: phubbing, smartphone, social interaction, live communication, ethical behavior, social responsibility,
marketing.
