The concurrent development of science, media and capital under the aegies of digital technology produces a kind of fast forward effect in which everything appears to take place at an accelerated rate and to produce a dramatic change in a very short time. It began with the dawn of Web 1.0 as an instance to receive information or a “read-only” web with minimal user interaction and content contribution, according to Berners-Lee, a British inventor of the World Wide Web (Naik & Shivalingaiah, 2008). Based on the statement we can derive an understanding that Web 1.0 leaves no room for online business or user interaction to take place. This definitely leads us to peruse the changes that were brought by the concept of Web 2.0. The freshly introduced ability to contribute content and interact with other users alters the landscape of the web in short time. Web 2.0 does its justice in putting the “I” in user interface, and the “we” into web of social participation (Naik et al, 2013). Core technologies that secure the presence of Web 2.0 today would be social media networks such as Facebook, Twitter, LinkedIn, Wikipedia, blogs, podcasts and not to be missed, online shops.
The fast-paced development and pervasiveness of information technology have transformed many business practices, at the same time creating new jo...
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