Revisiting Web 2.0

Revisiting Web 2.0

Michael Dinger (University of South Carolina Upstate, USA) and Varun Grover (Clemson University, USA)
DOI: 10.4018/978-1-5225-7598-6.ch131
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This chapter revisits and considers the application of Web 2.0 technologies in contemporary business environments. Web 2.0 refers to a general category of internet technologies and content development that lean on the contributions of many individual users to create value. These technologies are characterized by rich media, a dynamic nature, social networking elements, and distributed contributions. The chapter presents three major Web 2.0 archetypes: blogs, wikis, and social networking sites. It concludes with a value-oriented framework designed to guide firms in the development of Web 2.0 initiatives.
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Web 2.0 thinking emphasizes the distributed and interactive nature of information technologies. Therefore, the core concept of a web page is altered to allow for quick and efficient interaction from users. This mindset is represented in the way that users can create, remove or edit informational content on wikis, comment on blogs or content aggregation sites like Reddit, or drive the content of media-sharing sites like YouTube. The distributed nature of Web 2.0 technologies allows many users to create and participate while needing little technical knowledge.

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