L2: History, recent developments and ethics Flashcards
What is “Social Messiness”
Less control and conventional hierarchy
What is “Service dominant logic?”
- Service provision is fundamental to economic exchange
- Not just tangible goods
- Emphasis on co-creation of value through service
- Based on interactions and relationship between producer and consumers
- Potential for negative outcomes
Three types of brand interactios
- Passive
- Active (co-creation)
- Autonomous
What is prosumer?
PROducer and conSUMER merged?
Not strictly linked to social media, but technology makes it easier for consumers to have a voice
The notion of more active consumers (prosumers) started in the early 1970s
Consumers have been ”put to work” since – moved beyond mere consumption to active involvement
What is co-creation?
“an interactive and reciprocal action between consumer and producer” (Dahl 2021, p. 36)
Co-creation is…?
- mutually beneficial
process - empowering consumers to have an active input into the creation process (despite possible asymmetric power balance)
Key objectives for managers?
Provide possibilities for co-creation of the consumption experience
Typology of co-creation?
Selection x contribution activity
Value types?
- Simple value
- Complex value
Simple value
= monetary
- profit maximization
- can be objectively measured
Complex value
= symbolic meaning
- Subjective
- Cannot be objectively measured
Consumer value types? (Holbrook 1999)
- Self-oriented (Active, Re-active)
- Other-oriented (Active, Re-active)
Community Value Creation?
12 practices that create value
Roles of community members?
- Sympathisers
- Active members
- Practioners
- Devotees
Type, description and management implication model
Table 2.3 p. 42-43
What does Teleology/consequentialism?
Evaluate actions based on outcomes
What is Utilitarianism?
the greatest good for the greatest number
What is Egoism?
individual benefits
What is Deontology?
The intention behind an action
What is Relativism
Contests moral and ethical absolutes
What is Social contract theory
Implicit contract exists between stakeholders concerning rights and responsibilities
Guidelines?
· Follow ethical sector guidelines
· Social listening/monitoring to locate ethical issues
· Social media governance to set an organization-wide framework for ethics in social media presence across platforms
· Social media policy to support employees in contributing to an ethical social media presence for the organization
Avoid libel, slander and using content without permission
