TECHNOLOGY AND LANGUAGE MANIPULATION AS THREATS IN THE ONLINE RETAIL BUSINESS

Abstract

The facilitation of technology has enabled customers to conduct online transactions regardless of geographical boundaries. However, the cut-throat nature of business often trumps observance of ethics as retailers appear not to do enough to protect consumers from becoming victims of scams. Christensen's theory of disruptive technology was used as a lens to show how the emergence of new technology may pose a threat to the continued existence of established markets and expose customers to online scammers. The study purposively sampled messages posted on two Facebook pages which claim to represent Tekkie Town, a sneakers store in South Africa, and responses from some users. To enhance chances of making an informed analysis, Critical Discourse Analysis was used to examine language techniques utilized by online advertisers, legit and fake, and comments from customers regarding their online shopping experiences. Results indicate retailers do not take special attention to monitor fake websites designed to scam their clients. Instead, it is customers who end up alerting stores to fake posts. We encourage business managers to uphold excellence practices and protect their customers by taking special measures to prevent scammers from easily copying their logos and scamming customers, which could harm their businesses.

Keywords

• ethics
• language
• marketing
• scammers
• retailers
• consumer protection