HRBUS84
Assignment 2
LITERATURE REVIEW
Due 7 July 2025.pdf
,HRBUS84
Assignment 2: LITERATURE REVIEW
Due on July 7, 2025
Consumer Fatigue in the Age of Hyperconnectivity and Machine Learning
1
, Contents
Abstract ........................................................................................................................... 3
1.0 Introduction ............................................................................................................... 5
2.0 Objectives and Methodology ..................................................................................... 6
2.1 Objectives .............................................................................................................. 6
2.2 Methodology .......................................................................................................... 6
3.0 Consumer Fatigue from Hyperconnectivity and Machine Learning ........................... 7
3.1 Defining Consumer Fatigue ................................................................................... 7
3.2 Mechanisms Contributing to Consumer Fatigue .................................................... 7
3.3 Broader Implications .............................................................................................. 8
4.0 Application to South Africa ........................................................................................ 9
4.1 South Africa’s Technological and Cultural Context ................................................ 9
4.2 Hyperconnectivity in South Africa .......................................................................... 9
4.3 Machine Learning and AI in South Africa ............................................................... 9
4.4 Cultural Influences on Consumer Behavior ......................................................... 10
4.5 Economic and Social Factors .............................................................................. 10
5.0 Literature Gaps and Future Research ..................................................................... 11
5.1 Identified Gaps..................................................................................................... 11
5.2 Future Research Directions ................................................................................. 11
6.0 Conclusion .............................................................................................................. 12
7.0 References .............................................................................................................. 13
2
, Abstract
Key Points
Evidence suggests hyperconnectivity and machine learning contribute to
consumer fatigue, characterized by mental and emotional exhaustion from relentless
digital engagement and diminished autonomy.
In South Africa, cultural diversity and digital divides likely create unique manifestations
of fatigue, though specific studies remain limited.
Economic disparities and cultural values, such as collectivism, appear to amplify
fatigue, particularly for those with restricted technological access.
Understanding Consumer Fatigue
Consumer fatigue from hyperconnectivity and machine learning manifests as
exhaustion due to incessant digital connectivity and AI-driven personalization.
Hyperconnectivity, driven by constant device interaction, leads to information overload,
while machine learning’s predictive algorithms may erode personal agency, fostering
feelings of disempowerment.
Application in South Africa
South Africa’s rapid mobile adoption and digital growth increase hyperconnectivity, yet
stark inequalities in access exacerbate fatigue, particularly among marginalized groups.
Cultural factors, including collectivist values, shape responses to AI, potentially
intensifying fatigue when digital systems misalign with social norms. Economic
pressures further compound this, as limited resources heighten the burden of digital
participation.
Research Gaps
The scarcity of South Africa-specific studies on consumer fatigue from hyperconnectivity
and machine learning necessitates reliance on broader literature. Future research must
3
Assignment 2
LITERATURE REVIEW
Due 7 July 2025.pdf
,HRBUS84
Assignment 2: LITERATURE REVIEW
Due on July 7, 2025
Consumer Fatigue in the Age of Hyperconnectivity and Machine Learning
1
, Contents
Abstract ........................................................................................................................... 3
1.0 Introduction ............................................................................................................... 5
2.0 Objectives and Methodology ..................................................................................... 6
2.1 Objectives .............................................................................................................. 6
2.2 Methodology .......................................................................................................... 6
3.0 Consumer Fatigue from Hyperconnectivity and Machine Learning ........................... 7
3.1 Defining Consumer Fatigue ................................................................................... 7
3.2 Mechanisms Contributing to Consumer Fatigue .................................................... 7
3.3 Broader Implications .............................................................................................. 8
4.0 Application to South Africa ........................................................................................ 9
4.1 South Africa’s Technological and Cultural Context ................................................ 9
4.2 Hyperconnectivity in South Africa .......................................................................... 9
4.3 Machine Learning and AI in South Africa ............................................................... 9
4.4 Cultural Influences on Consumer Behavior ......................................................... 10
4.5 Economic and Social Factors .............................................................................. 10
5.0 Literature Gaps and Future Research ..................................................................... 11
5.1 Identified Gaps..................................................................................................... 11
5.2 Future Research Directions ................................................................................. 11
6.0 Conclusion .............................................................................................................. 12
7.0 References .............................................................................................................. 13
2
, Abstract
Key Points
Evidence suggests hyperconnectivity and machine learning contribute to
consumer fatigue, characterized by mental and emotional exhaustion from relentless
digital engagement and diminished autonomy.
In South Africa, cultural diversity and digital divides likely create unique manifestations
of fatigue, though specific studies remain limited.
Economic disparities and cultural values, such as collectivism, appear to amplify
fatigue, particularly for those with restricted technological access.
Understanding Consumer Fatigue
Consumer fatigue from hyperconnectivity and machine learning manifests as
exhaustion due to incessant digital connectivity and AI-driven personalization.
Hyperconnectivity, driven by constant device interaction, leads to information overload,
while machine learning’s predictive algorithms may erode personal agency, fostering
feelings of disempowerment.
Application in South Africa
South Africa’s rapid mobile adoption and digital growth increase hyperconnectivity, yet
stark inequalities in access exacerbate fatigue, particularly among marginalized groups.
Cultural factors, including collectivist values, shape responses to AI, potentially
intensifying fatigue when digital systems misalign with social norms. Economic
pressures further compound this, as limited resources heighten the burden of digital
participation.
Research Gaps
The scarcity of South Africa-specific studies on consumer fatigue from hyperconnectivity
and machine learning necessitates reliance on broader literature. Future research must
3
