4.2. Big Data 2.0 (2005—2014)media

4.2. Big Data 2.0 (2005—2014)media phenomenon. Web 2.0 refers to a web paradigm that evolved from the web technologies of the 1990s and allowed web users to interact with websites and contribute their own content to the websites. Social media embodied the principles of Web 2.0 (O’Reilly, 2007) and created a paradigm shift in the way organizations operate and collaborate. As social media is tremendously popular among consumers, firms can leverage it to engage in frequent and direct consumer contact with a broad reach at a relatively low cost (Kaplan & Haenlein, 2010).