HRBUS84
Assignment 2
LITERATURE REVIEW
Due 7 July 2025
,HRBUS84
Assignment 2: Comprehensive Response
LITERATURE REVIEW
Due on July 7, 2025
Title: Consumer Fatigue in the Age of Hyperconnectivity and Machine Learning
1
, Contents
1. Introduction ................................................................................................................. 3
2. Hyperconnectivity and Consumer Experience ......................................................... 3
2.1 Definition and Scope of Hyperconnectivity ......................................................... 3
2.2 Psychological and Behavioral Impacts .................................................................. 4
3. Machine Learning in Consumer Engagement .......................................................... 5
3.1 ML-driven Personalization and Advertising ........................................................ 5
3.2 Privacy and Psychological Concerns ................................................................. 5
3.3 Impact on Consumer Behavior ........................................................................... 6
4. Consumer Fatigue: Concepts and Evidence ........................................................... 7
4.1 Defining Consumer and Digital Fatigue .............................................................. 7
4.2 Theoretical Perspectives .................................................................................... 7
4.3 Empirical Findings .............................................................................................. 8
4.4 Manifestations and Contexts .............................................................................. 8
5. Synergistic Effects of Hyperconnectivity and ML ..................................................... 9
5.1 Compound Overload from Connectivity and Personalization ............................. 9
5.2 Psychological and Social Consequences ........................................................... 9
5.3 Mitigating Factors and Adaptation .................................................................... 10
6. South African Context ............................................................................................ 11
6.1 Digital Landscape in South Africa .................................................................... 11
6.2 Empirical Evidence of Fatigue in South Africa.................................................. 11
6.3 Cultural and Market Factors ............................................................................. 12
6.4 Implications and Opportunities ......................................................................... 12
7. Conclusion ................................................................................................................ 13
References: ................................................................................................................... 14
2
, 1. Introduction
In the digital age, consumers face relentless connectivity and algorithmically driven
content. “Hyperconnectivity” – the state of pervasive, always-on digital access –
combined with advanced machine‐learning (ML) applications (e.g. personalized ads and
recommendations) has transformed consumption patterns. This transformation yields
benefits (e.g. convenience, tailored experiences) but also costs: many users report
consumer fatigue, a generalized weariness or stress from excessive digital stimuli.
This review examines how hyperconnectivity and ML contribute to consumer fatigue,
with special attention to the South African context. It defines key concepts (consumer
fatigue, hyperconnectivity, ML personalization), synthesizes theoretical frameworks (e.g.
cognitive overload), and surveys empirical findings. By critically analyzing scholarly and
industry sources, the review explores how constant connectivity and AI-driven
marketing jointly burden consumers, and highlights evidence from South Africa (where
~75% of the population is onlinetrade.gov) to illustrate local relevance.
2. Hyperconnectivity and Consumer Experience
2.1 Definition and Scope of Hyperconnectivity
Hyperconnectivity refers to ubiquitous, 24/7 digital connections via the Internet, mobile
networks, and the Internet of Things. In workplaces and homes alike, individuals juggle
multiple devices and platforms simultaneously.
Marsh et al. describe a “pervasive and constant state of connectivity” in digital
workplaces, noting that hyperconnectivity makes it difficult to psychologically detach
from work and personal networks. In South Africa – a mobile‐first economy – over 90%
of Internet users connect via smartphonestrade.gov, and roughly three-quarters of the
population is online (74.7% penetration by early 2024trade.gov). This high penetration
and social media usage (42.8% of South Africans on social platforms in 2024trade.gov)
indicates that hyperconnectivity is widespread.
3
Assignment 2
LITERATURE REVIEW
Due 7 July 2025
,HRBUS84
Assignment 2: Comprehensive Response
LITERATURE REVIEW
Due on July 7, 2025
Title: Consumer Fatigue in the Age of Hyperconnectivity and Machine Learning
1
, Contents
1. Introduction ................................................................................................................. 3
2. Hyperconnectivity and Consumer Experience ......................................................... 3
2.1 Definition and Scope of Hyperconnectivity ......................................................... 3
2.2 Psychological and Behavioral Impacts .................................................................. 4
3. Machine Learning in Consumer Engagement .......................................................... 5
3.1 ML-driven Personalization and Advertising ........................................................ 5
3.2 Privacy and Psychological Concerns ................................................................. 5
3.3 Impact on Consumer Behavior ........................................................................... 6
4. Consumer Fatigue: Concepts and Evidence ........................................................... 7
4.1 Defining Consumer and Digital Fatigue .............................................................. 7
4.2 Theoretical Perspectives .................................................................................... 7
4.3 Empirical Findings .............................................................................................. 8
4.4 Manifestations and Contexts .............................................................................. 8
5. Synergistic Effects of Hyperconnectivity and ML ..................................................... 9
5.1 Compound Overload from Connectivity and Personalization ............................. 9
5.2 Psychological and Social Consequences ........................................................... 9
5.3 Mitigating Factors and Adaptation .................................................................... 10
6. South African Context ............................................................................................ 11
6.1 Digital Landscape in South Africa .................................................................... 11
6.2 Empirical Evidence of Fatigue in South Africa.................................................. 11
6.3 Cultural and Market Factors ............................................................................. 12
6.4 Implications and Opportunities ......................................................................... 12
7. Conclusion ................................................................................................................ 13
References: ................................................................................................................... 14
2
, 1. Introduction
In the digital age, consumers face relentless connectivity and algorithmically driven
content. “Hyperconnectivity” – the state of pervasive, always-on digital access –
combined with advanced machine‐learning (ML) applications (e.g. personalized ads and
recommendations) has transformed consumption patterns. This transformation yields
benefits (e.g. convenience, tailored experiences) but also costs: many users report
consumer fatigue, a generalized weariness or stress from excessive digital stimuli.
This review examines how hyperconnectivity and ML contribute to consumer fatigue,
with special attention to the South African context. It defines key concepts (consumer
fatigue, hyperconnectivity, ML personalization), synthesizes theoretical frameworks (e.g.
cognitive overload), and surveys empirical findings. By critically analyzing scholarly and
industry sources, the review explores how constant connectivity and AI-driven
marketing jointly burden consumers, and highlights evidence from South Africa (where
~75% of the population is onlinetrade.gov) to illustrate local relevance.
2. Hyperconnectivity and Consumer Experience
2.1 Definition and Scope of Hyperconnectivity
Hyperconnectivity refers to ubiquitous, 24/7 digital connections via the Internet, mobile
networks, and the Internet of Things. In workplaces and homes alike, individuals juggle
multiple devices and platforms simultaneously.
Marsh et al. describe a “pervasive and constant state of connectivity” in digital
workplaces, noting that hyperconnectivity makes it difficult to psychologically detach
from work and personal networks. In South Africa – a mobile‐first economy – over 90%
of Internet users connect via smartphonestrade.gov, and roughly three-quarters of the
population is online (74.7% penetration by early 2024trade.gov). This high penetration
and social media usage (42.8% of South Africans on social platforms in 2024trade.gov)
indicates that hyperconnectivity is widespread.
3
