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The course and evaluation of negotiations is determined to a great extent by perceived subjective value. Negotiators want to feel respected, accepted, and valued by the other negotiator (feelings about the self). The relationship should be valued during the negotiation (feelings about the relationship) and the negotiation process should be conducted in such a way that the process-related interests are taken into account (feelings about the process). At the same time, economic interests need to be met (feelings about the instrumental outcomes). Only when the elements of subjective value are taken into account in negotiations, value can be created and claimed. Within this paper, a model of negotiation is developed which incorporates the specifics and characteristics of social media as form of computer-mediated negotiation. Afterwards, Taylor Swift’s negotiations with Spotify and Apple will be used as case studies to …