ICHRAK RIAHI, KHAOULA OUNI, FAWZI DEKHIL
DOI: https://doi.org/This study investigates the interplay between emerging technologies and phubbing behavior, and their effects on emotional and social well-being across two cultural contexts: Tunisia and France. Through semi-structured interviews with thirty users of AI, ChatGPT, Virtual and Augmented Reality, and gaming platforms, the research identifies patterns of cognitive and social disengagement associated with intensive technology use. Tunisian participants prioritize practical and hedonic uses while demonstrating heightened sensitivity to social interactions and relational quality. Conversely, French participants adopt a more exploratory approach, perceiving phubbing as a minor social irritation rather than a significant threat. A transversal immersive user profile emerges, reflecting strong emotional and cognitive engagement and a potential risk of social disconnection. The findings contribute to theory by highlighting the role of cultural values; collectivism versus individualism in shaping technology adoption and sensitivity to phubbing. Managerial implications suggest designing culturally and emotionally responsive technologies that support social connection, mitigate the negative effects of phubbing, and enhance digital user experiences. Future research should explore longitudinal impacts and diverse cultural and socio-economic contexts.
