A system and method for associating context-sensitive widgets in electronic publications, preferably eBooks. The publisher of the eBook tags certain sections of the electronic book as widget enabled, which allows the reader of the book to associate a widget with the tagged content. Preferably, the tags are generic to categories of widgets and the system allows a user to select one of several widgets in that category to associate with the content. Once the widget has been associated with the content by a user, the user can activate and run the widget, which is related to the content thereby providing a richer and highly personalized reading experience.