.The bursting of the internet bubble in 2001 marked a turning point for the web. The internet began growing up and developing at a tremendous speed. The internet has reached a critical mass in the developed world to the extent that everyone has access to the internet. It has become easy to share knowledge, information and opinions with other users. The ease at which people can share knowledge, information and opinions online growth resulted in the abundance of information. The abundance of information results in information overload and scarcity of attention (Simon, 1971). Attention is focused mental engagement on a particular item of information. Items come into our awareness, we attend to a particular item, and then we decide whether to act (Davenport, 2002). Hebert A. Simon (1971) was perhaps the first person to articulate the concept of attention when he wrote: "... in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention and a need to allocate that attention efficiently among the overabundance of information sources that might consume it" Information overload presents a challenge to users since they will have to browse through numerous alternatives for them to get the actual thing they want. The challenge of information overload is