the Semantic Web has since spread further and new dimensions have been added. The Semantic Web represents an evolution from ‘read-only’ content to an interface in which content can be read or written (‘read-write’), and finally to the ‘Executable Web’. The latter is characterized by individual-oriented and dynamic relationships based on personalization, intelligent searches, and behavioural advertising. This phenomenon constantly builds and evolves, shifting the locus of market power from firms to consumers. Thus, an online, content-based marketing strategy could bridge both consumer—firm and physical—virtual gaps, In doing so, such a strategy would allow for not only more effective marketing strategies but also a new relationship paradigm.