Abstract:
This master’s thesis explores the attention economy, highlighting its critical role in the digital age, where human attention is a scarce yet valuable resource amid increasing information overload. In today’s digital ecosystems, data on user attention and behaviour is not only collected but also actively sold and used to engineer more content and experiences designed to keep users engaged – creating a self-reinforcing cycle that benefits platforms and advertisers. To examine this phenomenon in depth, the thesis develops a comprehensive theoretical framework grounded in psychological and sociological perspectives, and investigates how digital technologies and social media platforms commodify attention. In this context, the thesis also explores how users can become more aware and digitally literate, enabling them to maintain control in an environment overwhelmed by a multitude of advertisements. The study highlights the significant implications of the attention economy for marketing and consumer behavior, emphasizing the necessity for companies to develop clear strategies that prioritize customer attention and offer real value, in order to build trust and sustain high-quality, long-term relationships with their customers.
The empirical part of the thesis presents a bibliometric analysis that traces the development of attention economy research over the past 25 years, revealing an interdisciplinary expansion, key thematic shifts, and emerging trends such as artificial intelligence, influencer marketing, and online shopping. This analysis illustrates the evolving complexity of the field and its relevance to understanding contemporary societal and business challenges. Ultimately, the thesis positions the attention economy as a central framework for analyzing human behaviour, organizational strategy, and market dynamics in a world saturated with information due to rapid digitalization. The research results emphasize both the ethical challenges and opportunities for innovation in managing attention as a vital economic and societal resource.
