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37. Which of the following completes the sentence, ‘A person who shares their views about a
product or service even though they are not affiliated with the company, is referred to as
______’?
a. a citizen journalist
b. a digital native
c. an advertiser
d. a netizen
e. a citizen advertiser
38. Which strategy refers to how a business earns money and is part of a company’s overall
business model?
a. Entertainment marketing.
b. Social commerce.
c. Monetisation.
d. Social entertainment.
e. Cloud computing.
39. Which of the following is referred to as the ‘fifth P’ of marketing?
a. Perception.
b. Psychology.
c. Person.
d. Participation.
e. Posting.
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40. Which of the following completes the sentence, ‘______ is a term that describes one-way
communication delivered to the target audience and is the focal point of traditional
marketing’?
a. Crowdsourcing
b. Social media
c. Participation
d. Push messaging
e. Microblogging
41. Which form of marketing is characterised by improvements in interactivity and
measurement, whilst retaining the primarily vertical flow of power in its channels of
communication and distribution?
a. Social media marketing.
b. Tradigital marketing.
c. Participation marketing.
d. Traditional marketing.
e. Push marketing.
42. Which model’s goal is to attract an audience’s attention and then interrupt the
programming to deliver a commercial message?
a. Search engine marketing.
b. Social entertainment.
c. The interruption-disruption model.
d. The horizontal revolution.
e. Cloud computing.
43. Which of the following does not characterise tradigital marketing?
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a. Mass and targeted online media.
b. Push orientation.
c. Attention gained via orientation.
d. Personalisation and relevance.
e. Attention gained via interruption.
44. Which of these three core types of media do marketers have access to when it comes to
acquiring space in media to distribute brand messages?
a. Public relations, personal selling and advertising.
b. Bought, sold and earned.
c. Direct mail, advertising and personal selling.
d. Deal sites, deal aggregators and social storefronts.
e. Paid, owned and earned.
45. Which of the following is not included in the LARA framework that is used as part of a
company’s service recovery?
a. Listen to customer conversations.
b. Act on the company’s needs.
c. Act on customer conversations.
d. Relate information to the company’s existing information.
e. Analyse customer conversations.
46. Which of the following best completes the statement, ‘Social media enable ______ in the
form of communicating, creating, joining, collaborating, working, sharing, socializing,
playing, buying and selling and learning within interactive and interdependent networks.’?
a. active participation.
b. passive participation.
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c. virtual participation.
d. social participation.
e. None of these.
47. Which of the following best completes the statement, ‘The social media value chain
illustrates the ______ of social media participants and the ______ that make those activities
possible.’?
a. Core activities, components.
b. Attitudes, core competencies.
c. Competencies, components.
d. Core activities, competencies.
e. None of these.
48. Which of the following is not a piece that makes up the infrastructure of social media’s
techno-social system?
a. The participants.
b. Social channels and vehicles.
c. Backchannels.
d. Software.
e. The devices.
49. Which of the following defines Web 1.0 and Web 2.0?
a. Web 1.0 was a network of connected information.
b. Web 1.0 was the era of cognition, in which a network of data producers served information
to primarily passive consumers.
c. Web 2.0 connects networks of people in addition to networks of information.
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d. Web 2.0 enables interactive capabilities in an environment characterised by user control,
freedom and dialogue.
e. All of these.
50. Which of the following best describes this situation: ‘Amazon’s ability to recommend
books to you based upon what other people with similar interests bought in the past gets
better as it tracks more and more people who enter search queries and make purchases.’ ?
a. Crowdsourcing.
b. Network effect.
c. Collective intelligence.
d. Algorithmic tracking.
e. None of these.
51. Which of the following best completes the statement, ‘Organisations use ______ to
benefit from the collective wisdom of crowds, but ______ ensures that there is sufficient
participation for the ______ solution to be a good one.’?
a. Network effects, crowdsourcing, networked.
b. Data mining, crowdsourcing, collectively intelligent.
c. Crowdsourcing, the network effect, crowdsourced.
d. Network effects, influence, crowdsourced.
e. None of these.
52. Which of the following completes the statement, ‘______ makes it possible for people
and machines to collaborate.’?
a. Data mining.
b. Web 2.0.
c. Collective intelligence.
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d. Biomechanical engineering.
e. Web 3.0 (The Semantic Web).
53. Which of the following completes the statement, ‘Devices will be contextually, socially
and network aware and be able to dynamically create social connections between each other
and connected people in order to offer services to each other and to jointly solve problems. In
other words, social media will eventually serve to support ______’?
a. Web 3.0.
b. Data mining.
c. Social intelligence.
d. Collective intelligence.
e. None of these.
54. Email, surface mail, telephone and face-to-face conversations are examples of which type
of media?
a. Bulk media.
b. Personal media.
c. Mass media.
d. Social media.
e. Individual media.
55. Which of the following completes the sentence, ‘Within each medium, marketers can
choose specific ______ to place a message.’?
a. mediums
b. blogs
c. apps
d. vehicles
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e. connections
56. ______ describe channels of social media that focus upon relationships and the common
activities people participate in with others who share the same interest or identification.
a. Social identities.
b. Social presences.
c. Social communities.
d. Social connections.
e. None of these.
57. ______ are online hosts that enable site members to construct and maintain profiles,
identify other members with whom they are connected, and participate by consuming,
producing and/or interacting with content provided by their connections.
a. Social networking sites (SNS).
b. Micro-sharing sites.
c. Gaming consoles.
d. Social storefronts.
e. Social softwares.
58. Which of the following applies to Forums?
a. One of the oldest venues of social media.
b. Interactive, online versions of community bulletin boards.
c. They focus entirely on discussions among members.
d. Members participate by posting content including questions, opinions, news and photos.
e. All of these.
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SAGE Publishing, 2021
59. Which of the following completes the phrase, ‘______ are collaborative online
workspaces that enable community members to contribute to the creation of a useful and
shared resource.’?
a. Forums.
b. Threads.
c. Blogs.
d. Wikis.
e. Networks.
60. While social networks met the need for online communities, ______ made it possible for
people to share their content, user-generated content (UGC), without the barriers and
gatekeeping of traditional broadcast models.
a. Social communities.
b. Social publishing.
c. Social gaming.
d. Social commerce.
e. Social entertainment.
61. Which of the following is not one of the four Social Publishing use groups?
a. Individual users.
b. Independent professionals.
c. Professional contributors associated with organisations.
d. Educational publications.
e. Brands.
62. ______ are websites that host regularly updated online content; they may include text,
graphics, audio and video.
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a. Networks.
b. Profiles.
c. Blogs.
d. Hosts.
e. None of these.
63. Which of the following completes the sentence, ‘A ______ could include a sentence,
sentence fragment, embedded video or link to content residing on another site.’?
a. Mediashare.
b. Reference.
c. Microshare.
d. Clickthrough.
e. Phishing scheme.
64. Which of the following completes the statement, ‘The zone of ______ encompasses
events, performances and activities designed to provide the audience with pleasure and
enjoyment, experienced and shared using social media.’?
a. Social community.
b. Social entertainment.
c. Social publishing.
d. Social commerce.
e. Social utility.
65. Which of the following completes the statement, ‘______ are hosted online and include
opportunities for interaction with members of a player’s network as well as the ability to
______ activities and gaming accomplishments to online profiles.’?
a. Social games, tweet.
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b. Virtual reality games, statuscast.
c. Alternate reality games, tweet.
d. Social games, statuscast.
e. None of these.
66. Which of the following completes the phrase, ‘______ encompasses social shopping,
social marketplaces and hybrid channels and tools that enable shared participation in a
buying decision.’?
a. Social shopping.
b. A social storefront.
c. Social purchasing.
d. Collaborative purchasing.
e. Social commerce.
67. Which of the following completes the phrase, ‘______ is the active participation and
influence of others on a consumer’s decision-making process, typically in the form of
opinions, recommendations and experiences shared via social media.’?
a. Social shopping.
b. A social storefront.
c. Social purchasing.
d. Collaborative purchasing.
e. Social commerce.
68. Which of the following is true of ‘psychic income’?
a. It is perceived value that is not expressed in monetary form.
b. It is also referred to as ‘social currency’.
c. Brands pay influencers cash to promote their products.
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d. It is perceived value that is not expressed in monetary form and is also referred to as
‘social currency’.
e. None of these.
69. Which of the following best completes the statement, ‘A ______ is a group of consumers
once considered too small and inaccessible for marketers to pursue. Marketers are now able
to offer ______ products that appeal to small, specialised groups or people.’?
a. Niche market, niche.
b. Micromarket, specialised.
c. Niche market, specialised.
d. Micromarket, personalised.
e. Micromarket, niche.
70. Which of the following completes the sentence, ‘______ embraces software and
processes that include the collective intelligence of a firm’s customers to more finely tune the
offer and build intimacy between an organisation and its customers.’?
a. Data mining.
b. Social CRM.
c. Algorithmic marketing.
d. Service recovery.
e. Data warehousing.