The Consumer Society: Advertising and Online Shopping

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This literature wishes to discuss the changes in advertising scopes, spaces of consumption and its activities that have been adopted by the generic culture with the presence of technology under the context of retail online shopping. The existence of digital science has definitely penetrated the scopes of advertising and the spaces of consumption practices in ways that we as millennial shoppers might or may not be aware of. 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... ... middle of paper ... ...ign/2013/08/a-new-ikea-app-lets-you-place-3d-furniture-in-your-home/ [Accessed: 16 Jan 2014]. Stone, B. 2013. The Secrets of Bezos: How Amazon Became the Everything Store. [online] Available at: [Accessed: 16 Jan 2014]. To, P., Liao, C. and Lin, T. 2007. Shopping motivations on Internet: A study based on utilitarian and hedonic value. Technovation, 27 (12), pp. 774--787. Van Raaij, W. F. 1993. Postmodern consumption. Journal of Economic Psychology, 14 (3), pp. 541--563. Walther, J. B., Liang, Y. J., Ganster, T., Wohn, D. Y. and Emington, J. 2012. Online Reviews, Helpfulness Ratings, and Consumer Attitudes: An Extension of Congruity Theory to Multiple Sources in Web 2.0. Journal of Computer-Mediated Communication, 18 (1), pp. 97--112.
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