L2: History, recent developments and ethics

Question 1

What is “Social Messiness”

Answer 1

Less control and conventional hierarchy

Question 2

What is “Service dominant logic?”

Answer 2

1. Service provision is fundamental to economic exchange
2. Not just tangible goods
3. Emphasis on co-creation of value through service
4. Based on interactions and relationship between producer and consumers
5. Potential for negative outcomes

Question 3

Three types of brand interactios

Answer 3

1. Passive
2. Active (co-creation)
3. Autonomous

Question 4

What is prosumer?

Answer 4

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

Question 5

What is co-creation?

Answer 5

“an interactive and reciprocal action between consumer and producer” (Dahl 2021, p. 36)

Question 6

Co-creation is…?

Answer 6

1. mutually beneficial
   process
2. empowering consumers to have an active input into the creation process (despite possible asymmetric power balance)

Question 7

Key objectives for managers?

Answer 7

Provide possibilities for co-creation of the consumption experience

Question 8

Typology of co-creation?

Answer 8

Selection x contribution activity

Question 9

Value types?

Answer 9

1. Simple value
2. Complex value

Question 10

Simple value

Answer 10

= monetary

1. profit maximization
2. can be objectively measured

Question 11

Complex value

Answer 11

= symbolic meaning

1. Subjective
2. Cannot be objectively measured

Question 12

Consumer value types? (Holbrook 1999)

Answer 12

1. Self-oriented (Active, Re-active)
2. Other-oriented (Active, Re-active)

Question 13

Community Value Creation?

Answer 13

12 practices that create value

Question 14

Roles of community members?

Answer 14

1. Sympathisers
2. Active members
3. Practioners
4. Devotees

Question 15

Type, description and management implication model

Answer 15

Table 2.3 p. 42-43

Question 16

What does Teleology/consequentialism?

Answer 16

Evaluate actions based on outcomes

Question 17

What is Utilitarianism?

Answer 17

the greatest good for the greatest number

Question 18

What is Egoism?

Answer 18

individual benefits

Question 19

What is Deontology?

Answer 19

The intention behind an action

Question 20

What is Relativism

Answer 20

Contests moral and ethical absolutes

Question 21

What is Social contract theory

Answer 21

Implicit contract exists between stakeholders concerning rights and responsibilities

Question 22

Guidelines?

Answer 22

· 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