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What is Content Variability

Chapter 4
Handbook of Research on Social Interaction Technologies and Collaboration Software: Concepts and Trends
Content variability refers to the notion that new media objects can exist in an infinite number of variations. This characteristic of new media is the result of the digital coding of content and consequently the modular nature of information.
Published in Chapter:
Social Media Marketing: Web X.0 of Opportunities
Lemi Baruh (Kadir Has University, Turkey)
Copyright: © 2010 |Pages: 12
DOI: 10.4018/978-1-60566-368-5.ch004
Abstract
In recent years social media applications, which enable consumers to contribute to the world of online content, have grown in popularity. However, this growth is yet to be transformed into a sustainable commercial model. Starting with a brief overview of existing online advertising models, this chapter discusses the opportunities available for advertisers trying to reach consumers through social media. The chapter focuses on viral marketing as a viable option for marketers, reviews recent viral marketing campaigns, and offers recommendations for a successful implementation of social media marketing. In conclusion, the author examines future trends regarding the utilization of the emerging Semantic Web in marketing online.
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