Core: Marketing, 8e (Kerin)
Chapter 17 Using Social Media and Mobile Marketing to Connect with Consumers
1) Although marketers use the term “mobile” to refer to the portability of phones, the term will
soon take on new meaning as ________ make change an entire industry of people on the go.
A) laptops
B) text messages
C) social media campaigns
D) wearable technologies
E) connected cars
2) Messaging apps such as WhatsApp, Talk, Facebook Messenger, WeChat, and Slack allow
consumers to chat with company representatives, ask questions, and obtain personalized
recommendations. These messaging options, when combined with Internet bots, are becoming a
new form of shopping known as
A) shop chat.
B) conversational commerce.
C) social media marketing.
D) purchase technologies.
E) connected purchasing.
3) Social media are
A) online hangouts and games.
B) online media where users submit comments, photos, and videos often accompanied by a
feedback process to identify popular topics.
C) any type of medium in which large groups of people read content generated by a business,
government, or corporation.
D) only media that allow face-to-face communication.
E) all forms of electronic media.
4) Online media where users submit comments, photos, and videos often accompanied by a
feedback process to identify popular topics are called
A) rich media.
B) Internet channels.
C) avatar channels.
D) social media.
E) feedback loops.
5) A single social media site with millions of users interacting with each other, like Facebook,
Twitter, and LinkedIn is referred to as
A) a social network.
B) a gaming website.
C) an electronic medium.
D) a social medium.
E) a feedback medium.
6) Social networks are
A) dating websites such as eHarmony.
B) Internet browsers like Safari or Firefox.
C) specific social media such as Facebook, Twitter, and LinkedIn.
D) the replacement for email to send private digital messages.
E) social media websites that are the high in self-disclosure but low in media richness.
7) Another term sometimes used interchangeably with social media is
A) net platforms.
B) WebRedux.
C) user platforms.
D) Web 2.0.
E) peer-to-peer networking.
8) Updates to social media known as ________ include additional functionalities that allow
personalization and customization to each individual based on location, interests, and needs.
A) net platforms
B) Web 3.0
C) digital dataworks
D) user platforms
E) peer-to-peer networking
9) Web 2.0 and Web 3.0 identify
A) the functionalities of the Web that make possible the high degree of interactivity among users.
B) technical updates of the World Wide Web from Web 1.0.
C) the second and third generations of Internet browsers.
D) the increased degree of anonymity among users that continues to be improved.
E) the final published form of marketer-generated content in consumer and business markets,
respectively.
10) Web 3.0 is expected to integrate
A) a more reliable and private Internet browser.
B) search algorithms tied to facial recognition and emotional states.
C) faster routers that allow for quicker, more efficient Internet service.
D) Cloud computing, big data, and the Internet of Things.
E) a technical interface with the Internet that allows access with hand gestures.
11) Compared with earlier forms of the Web, Web 2.0
A) includes functionalities that permit people to collaborate and share information online.
B) includes multiple technical updates and formalized rules.
C) utilizes greater bandwidth that allows for faster media downloads from the Internet.
D) incorporates new functionalities that are customized to each individual.
E) uses a technical interface that is more user-friendly.
12) User-generated content
A) is the content posted by only one user on his or her private blog.
B) is Web 3.0, the next update of the Web.
C) is the content created by one user using his or her smartphone.
D) can include video, blogs, discussion forum posts, digital images, and audio files.
E) is a formal term for viral marketing.
13) User-generated content (UGC) refers to
A) content found on a “personal profile” page.
B) content found only on blogs and wikis.
C) content that is created with the intention of achieving commercial profit.
D) content found on forms of online media that are privately owned and operated by a single
user.
E) the various forms of online media content that are publicly available and created by end users.
14) The various forms of online media content that are publicly available and created by end
users is referred to as
A) user-generated content.
B) wikis.
C) net platforms.
D) Facebook pages.
E) social media.
15) All of the following statements about user-generated content (UGC) are true except which?
A) UGC is published on a publicly accessible website and created by end users.
B) UGC includes reposting an article found in a newspaper or magazine without editing.
C) UGC is consumer-generated by an individual outside of a professional or commercial
organization.
D) UGC shows a significant degree of creative effort.
E) UGC is not simply email, but is published on a publicly accessible website.
16) Which of the following statements about user-generated content (UGC) is most accurate?
A) UGC is published where it is accessible to the public.
B) UGC must show a sequential journey through posts made by a user.
C) UGC is intended for commercial profit.
D) UGC includes personal emails.
E) UGC is limited to text-only, 280 character maximum posts due to technical restrictions.
17) A criterion of ________ is that it is online content published on a publicly accessible website
or social networking site.
A) social networks
B) user-generated content
C) blogs
D) wikis
E) YouTube
18) Online content that shows a significant degree of creative effort, and thus is more than
simply posting a newspaper or magazine article on a personal blog, is a criterion of
A) online advertisements.
B) blogs.
C) user-generated content.
D) wikis.
E) Web 3.0.
19) Online content created by an individual outside of a professional or commercial organization
is a criterion of
A) online advertisements.
B) user-generated content.
C) blogs.
D) wikis.
E) YouTube.
20) Social media can be classified based on ________ and ________.
A) web browsers; apps
B) user-generated content (UGC); marketer-generated content (MGC)
C) blogs; wikis
D) textual complexity; visual depth
E) media richness; self-disclosure
21) In classifying social media, the degree of acoustic, visual, and personal contact between two
communication partners is referred to as
A) user-generated content.
B) social value.
C) self-disclosure.
D) media richness.
E) emotive content.
22) In classifying social media, self-disclosure is
A) the degree to which a person’s thoughts, feelings, likes, and dislikes are shared when engaged
in a social interaction.
B) the degree of acoustic, visual, and personal contact between two communication partners.
C) an undesirable effect of social media in which too much personal information is given by
users, resulting in identity theft.
D) a growing trend in which telephone and email communications contribute to one’s online
profile.
E) behavior that leads to an unfavorable impression by other online users.
23) In classifying social media, media richness is ________, whereas self-disclosure is
________.
A) the degree to which a person’s thoughts, feelings, likes, and dislikes are made public; the
degree of acoustic, visual, and personal contact between two communication partners
B) the degree of acoustic, visual, and personal contact between two communication partners; the
degree to which a person’s thoughts, feelings, likes, and dislikes are made public
C) the quality of the graphics and video on a website; the online conduct that leads to an
unfavorable impression
D) a visual measure; an emotional measure
E) the extent to which a user personalizes his/her profile page; adding contact information
(telephone, address, and email) on one’s Facebook Page
24) In classifying social media, the degree of acoustic, visual, and personal contact between two
communication partners is referred to as ________, whereas the degree to which a person’s
thoughts, feelings, likes, and dislikes are made public is referred to as ________.
A) self-disclosure; media richness
B) emotional value; social degree
C) media richness; self-disclosure
D) social degree; emotional value
E) media richness; user-generated content
25) Media richness is ________ in face-to-face communication than in telephone or email
communications.
A) more biased
B) lower
C) higher
D) more technological
E) less independent
26) As the content of a marketing website for a product moves from words to photos, videos, and
animation, the media richness of the site
A) decreases.
B) is not affected.
C) can be more easily manipulated.
D) increases.
E) can’t be determined as exactly.
27) In social interactions, a favorable image is affected by the degree of self-disclosure of a
person’s thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to ________ one’s
influence on those reached.
A) decrease
B) not affect
C) undermine
D) manipulate
E) increase
28) As the content of a blog or messages posted on social media sites moves from impersonal to
highly personal, the level of self-disclosure
A) decreases.
B) is not affected.
C) undermines the credibility of the site.
D) increases.
E) increases the credibility of the site.
Figure 17-1
29) One dimension, ________, is used to classify social media and is shown in Figure 17-1
above on the -axis, ranging from “words” to “animation.”
A) user-generated content
B) technical skill
C) self-disclosure
D) media richness
E) channel
30) One dimension, ________, is used to classify social media and is shown in Figure 17-1
above on the -axis, ranging from “impersonal” to “very personal.”
A) user-generated content
B) social value
C) self-disclosure
D) media richness
E) emotive content
31) In what way are traditional and social media similar?
A) They both require specialized training.
B) They both rely upon contributions from established “experts” to create credibility and social
authority.
C) They both can reach either large or niche audiences.
D) They both are relatively inexpensive or free to produce.
E) They both produce content that can be altered after posting or publication.
32) All of the following are differences between social and traditional media except which?
A) the training and skills required to produce the media
B) the permanence of the media
C) the formation of credibility within the media
D) the ability to reach a mass or specialized market segment
E) the time to delivery of the media
33) Brand managers use both traditional and social media to promote and advertise their
products. Traditional media ________ while social media ________.
A) appeal to a younger audience; appeal to a middle-aged audience
B) are cheaper; are more creative
C) are produced quickly and inexpensively by an individual; are expensive to produce and may
take a team of specialists months to complete
D) are generally accessible everywhere to those with smartphones, computers, and tablet
devices; are typically produced by an individual and privately owned by them
E) take longer to produce and use a team of specialists; can be produced inexpensively and
quickly by an individual
34) While both traditional media and social media can reach either a large audience or a niche
audience, social media are different from traditional media because
A) production of traditional media often requires specialized skills and a team of people.
B) social media are rejected by older and less affluent target markets.
C) social media usually involves an extensive time lag.
D) social media are relatively expensive to produce.
E) the content of social media cannot be altered after publication.
35) Individuals and organizations can establish themselves as “experts” in their given field,
thereby becoming “influencers” in that field. But with social media, credibility can be established
by
A) linking electronically to experts in traditional media.
B) simply participating in the conversation with a quality message.
C) providing controversial material for discussion, often from opposing viewpoints.
D) providing links to all social media within your email or other profiles.
E) using citations from online sources like Wikipedia.
36) The practice of focusing on the identification and recruitment of individuals to advocate a
company’s products, services, and brands rather than focusing exclusively on prospective buyers
is referred to as
A) behavioral targeting.
B) showrooming.
C) viral marketing.
D) customerization.
E) influencer marketing.
37) Which of the following is most accurate in describing influencer marketing?
A) There is rarely any type of compensation involved for influencers.
B) Influencer marketing is based on the concept of personal influence as a behavioral concept.
C) Influencer marketing is most effective when used in traditional media.
D) Most influencer marketing has a political purpose.
E) It is limited in scope because businesses have been unable to find suitable influencers for most
products.
38) Each of the following are the four widely used social networks discussed in the textbook
based on their impact to both consumers and organizations except which?
A) Twitter
B) YouTube
C) Facebook
D) LinkedIn
E) Instagram
39) Which social network has found a niche in helping small business networks reach potential
customers, as well as filling its traditional role of connecting job seekers and jobs?
A) Twitter
B) Pinterest
C) YouTube
D) Facebook
E) LinkedIn