Action and reciprocity: trust sets the scene

Action is the final dimension to be discussed in this paper. The interviews showed that action is very tightly linked to reciprocity and trust: the experts could not discuss them separately. Trust sets the scene for possible actions to do. This section argues that tuning, reciprocity and negotiation are fundamental to the dimension action on the basis of the interviews. All experts also referred to a fourth factor namely that of quality of deeds using a variety of terms ranging from transaction, interaction, communication actions, activities and performance. Online deeds often affect the physical world, sometimes directly and sometimes indirectly. The distance between cause and effect impacts the character of a deed. That is why ‘quality of deeds’ is a fourth factor to be taken into account.