Conference presentation / ICBEMM2018

1. International Conference on Business, Economics,
Management and Marketing
5th–7th of March 2018, Oxford, UK
Dr. Harri Jalonen
@Jalonen
Worthy behavior in social media –
a reasonable goal or mission impossible?

2. Agenda
• Social media – affective publics?
• Value theory and choices
• Economies of worth
• The economy of esteem
• Service-dominant logic on value creation
• Testing, tasting, and verifying
@Jalonen
www.deeva.fi
#Deevaresearch

3. Social media
(Papacharissi 2015)
Affective

4. (Jussila, Boedeker, Jalonen & Helander, 2017;
based on Mehrabian & Russell, 1974)
PLEASURE
AROUSAL
DOMINANCE
@Jalonen

5. @Jalonen

6. Value theory
…which things are good or bad
…how good or bad they are
…what it is for a thing to be good or bad
…how can values be compared and measured
@Jalonen
(Hirose & Olson 2015)

7. intrinsic value &
extrinsic value
valuable = desirable?
• are things good because we desire them or
do we desire them because they are good?
consequentalism &
the fittingness relation
value pluralism
• alternatives cannot be compared with respect to what
matter in the choice between them
• alternatives cannot be measured by a cardinal unit
• pleasure is the good AND
• knowledge is the good
• valuable as such; ”good period”
• valuable as means; ”good-for”
incomparability &
incommensurability
• an object, a response, and a responder
@Jalonen

8. Functional value
(Sheth, Newman & Gross, 1991)
CHOICE IS
A FUNCTION
OF MULTIPLE
VALUESEpistemic value
Emotional value
Conditional value
Social value
@Jalonen
Five Values

9. Economies of worth
…how individuals justify their actions to others
…searching the requirements for reaching agreement and
for solving disputes that can be supported through
justifications
…justification falls into six worlds: inspired, domestic, fame,
civic, market, and industrial
@Jalonen
(Boltanski & Thévenot 2006)

10. inspired
domestic • trustworthiness – respect – reputation & esteem – tradition – authority
• creativity – passion – intuition – emotional involvement & expression – artist
fame • renown – popularity – recognition – media & publicity – image – celebrity
civic • collective welfare – solidarity – rules & regulations – equal citizens
market • competitiveness – money – transactions –consumer, customer, seller
industrial • efficiency – competence – reliability – planning – statistics – expert
@Jalonen
Six Worlds

11. The economy of esteem
…social esteem is desirable
…a scarce commodity  requiring effort and prompting
competition
…can´t buy or sell, but something that can be earned
…eight variables and three esteem-seeking strategies
@Jalonen
(Brennan & Pettit 2005)

12. location
level
• seeking the level of performance that maximize individuals´ esteem at
acceptable cost
• specialising in those areas where individuals can expect to do best in esteem terms
dimensions
• highlighting the dimensions on which individuals score well and downplaying
the dimensions on which they do badly
ideals
• pushing the case for the importance of those ideals that individuals
satisfy in best measure
public
• selecting audiencies from whom the esteem supplied is likely to
be large and of most inherent value
comparators • framing performance so as to ensure comparison with a maximally flattering
reference group
average • propagating favourable information (or misinformation) about
the statistical norms among competitors
access • controlling the access that the relevant publc has to individuals’
performance so as to increase their expected esteem @Jalonen
Eight Variables

13. Performance strategy
• based on location and level
Presentation strategy
• based on dimensions, ideal, public and comparators
Publicity strategy
• based on average and access
Three Strategies

14. Service dominant-
logic on value creation
…views ’service’ rather than goods as fundamental to
economic exchange
…value cannot be embedded in the value provider´s output
and capturer by price
…value is fundamentally derived and determined in use in a
particular context
@Jalonen
(Vargo & Lusch 2004)

15. ’SIX WORLDS’
TESTING TASTING
VERIFYING
worthy
valuable
esteem
’FIVE VALUES’
’THREE STRATEGIES’

16. EXAMPLE
• The Inspired World
• The Civic World
• Social Value
• Emotional Value
• Presentation Strategy
exchange of
esteem services

17. Harri Jalonen
@Jalonen
Thank you!