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Exam 13: Social Media

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Question 31

True/False

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One of the strengths of Groupon is that it encourages consumers to try local services they hadn't before.

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Question 32

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Customers can post complaints or positive reviews during which phase?

A) Pre-Purchase: Awareness
B) Pre-Purchase: Brand Consideration
C) Purchase or Behavioral Engagement
D) Post-Purchase

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Question 33

Multiple Choice

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What food brand solicited ideas for new flavors via videos?

In the pre-purchase phase, marketers want customers to be aware of their brand and consider their brand for purchase.

Customer A of Company X has purchased products 1, 2 and 3. Customer B has purchased products 1 and 2. Since Company X is using a structural equivalence network recommendation system, they will recommend to customer B to purchase product 3.

Social media facilitates word of mouth, which is very important for businesses.

Consumers seem to trust online recommendations.

The new "deal of the day" class of social media business was pioneered and is being led by which of the following?

What does KPI stand for?

In general, social media pundits advise that any corporate postings or representations have to start by being interesting; otherwise, they won't even by read.

Blogs, wikis, and lead user communities can be essential during product development to generate enthusiasm in the marketplace prior to launch.

How does search engine optimization work? What do Web Analytics measure? How can brands improve their SEO?

Distributions of links in most networks follows a(n) rule.

In an A-B split marketing experiment, both groups are exposed to the same ad or product, and then the marketer asks each group different questions about the ad or product to study the difference in responses.

Recommendation agents are a boon as a systematic means of .

What are the 2 ways social networks are visually represented? Explain each one.

In a cluster analysis, the rows represent , and the columns represent .

In a social network, ties can be .

The identification of potential WOM-generators is easy because centrality indices are easy to calculate, and most of the links are connected to a large number of actors (the 20-80 rule).

It's impossible to create buzz for products like soap, bread, and insurance.