Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
Test bank
Chapter 2: Social consumers
Multiple choice questions
1. Which of the following describes the process of dividing a market into distinct groups that
have common needs and characteristics?
a. Behavioural segmentation
b. Market segmentation
c. Life stream aggregation
d. Social media addiction
e. Handle-squatting
2. North Face can expect to sell more parkas to people who live in winter climates, whereas
Roxy will move more bikinis in sunny vacation spots. This is an example of which of the
following?
a. Geographic segmentation
b. GPS technology
c. Market segmentation
d. Demographic segmentation
e. Behavioural segmentation.
3. Which type of segmentation refers to segmenting markets by age, gender, income, ethnic
background, educational attainment, family life cycle and occupation?
a. Geographic
b. Demographic
c. Psychographic
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Benefit
e. Behavioural
4. Which of the following is a satellite system that provides real-time location and time
information?
a. RSS feed technology
b. Roving nodes technology
c. GPS technology
d. Life stream aggregation
e. Digital mobility
5. What type of segmentation did General Mills use when it launched QueRicaVida.com as
an online platform for single moms?
a. Geographic
b. Demographic
c. Psychographic
d. Benefit
e. Behavioural
6. What type of segmentation is used when companies market to consumers who want to
have meaningful relationships with brands they use frequently?
a. Geographic
b. Demographic
c. Psychographic
d. Benefit
e. Behavioural
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
7. What type of segmentation is being used when companies market to consumers who seek
help from brands to manage their lives?
a. Geographic
b. Demographic
c. Psychographic
d. Benefit
e. Behavioural
8. What type of segmentation refers to segmenting markets by how consumers act with
regard to a brand or a product category?
a. Geographic
b. Demographic
c. Psychographic
d. Benefit
e. Behavioural
9. Which term refers to brands that inspire passionate loyalty in their customers?
a. Love marks
b. Brand loyalty
c. Psychographic
d. Benefit brands
e. Behavioural
10. What type of segmentation is being used when a company markets’ to its ‘heavy users’?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Geographic
b. Demographic
c. Psychographic
d. Benefit
e. Behavioural
11. Which of the following refers to the way we represent ourselves via shared text, images,
sounds and video to others who access the Web?
a. Social identity
b. Life stream
c. Social footprint
d. Digital brand name
e. Digital primacy
12. Which of the following refers to ‘data generated from technology-mediated social
interactions and actions online, which can be collected and analysed’?
a. Profile data
b. Life stream data
c. Personally identifiable information
d. Customer profile data
e. Big social data
13. The impressions that make up the data that marketers use to paint your social identity are
also known as which of the following?
a. Digital identity
b. Life stream
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Social footprints
d. Digital brand names
e. Social impressions
14. Which of the following does NOT represent a social footprint?
a. ‘Liking’ a site, article or product.
b. Sharing online purchases on Instagram.
c. Commenting on YouTube videos.
d. Charging a purchase at a retail store on your credit card.
e. Sharing your music streams on Spotify.
15. Your social identity is made up of which of the following?
a. Your Facebook and Twitter accounts.
b. Your social footprint and life stream.
c. Your handle and RSS feed.
d. Your digital brand name and digital primacy.
e. All of the above.
16. Which of the following is essentially a diary that you keep through your social media
activities?
a. Digital identity
b. Life stream
c. Social footprint
d. Digital brand name
e. Social impressions
17. An ID that is used to describe something about you in shorthand as you try to build a
following is known as which of the following?
a. Social footprint
b. Digital primacy
c. Digital brand name
d. Life stream
e. Social media touchpoint
18. A quick search of Twitter for actor Hugh Jackman turns up several people listings,
including @RealHughJackman, @JackmanHugh, @HughJackman and @H_Jackman,
among others. Only one is the ‘real’ Hugh Jackman. The others are probably which of the
following?
a. Lifestreaming
b. Avatars
c. Handle-squatting
d. Brand butlers
e. Lurking
19. Which of the following represents your username in social communities?
a. Life stream
b. Avatar
c. Social footprint
d. Handle
e. Social media touchpoint
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
20. Which of the following is the same exercise marketers can use to assess the situation and
their competitors’ social presence and is also used to assess personal social media activity
according to the values expressed in the social engagement?
a. Social identity audit
b. Social activity audit
c. Personal identity audit
d. Personal activity audit
e. None of the above
21. Which type of impulse represents an acknowledgment of a liking and/or relationship with
individuals and reference groups?
a. Validation
b. Altruistic
c. Immediacy
d. Prurient
e. Affinity
22. One of the most important motives for brands to acknowledge is when people ask,
‘What’s in it for me?’ What type of impulse does this best describe?
a. Validation
b. Altruistic
c. Immediacy
d. Personal utility
e. Affinity
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
23. Which type of impulse are you responding to when you ‘follow’ people on Twitter and
visit their profiles?
a. Validation
b. Personal utility
c. Immediacy
d. Prurient
e. Affinity
24. Which of the following represents the natural drive to feel a sense of psychological
closeness to others without delay and a sense of relief from knowing others in our network
are accessible?
a. Validation and immediacy
b. Altruistic and immediacy
c. Contact comfort and immediacy
d. Prurient and contact comfort
e. Affinity and validation
25. Sally keeps checking for a response after replying to her boyfriend’s message. What type
of impulse is she responding to?
a. Validation
b. Altruistic
c. Immediacy
d. Personal utility
e. Affinity
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
26. Which type of impulse represents participation in social media as a way to ‘pay it
forward’?
a. Personal utility
b. Altruistic
c. Immediacy
d. Prurient
e. Affinity
27. Which impulse represents the feeding of one’s own ego?
a. Validation
b. Altruistic
c. Immediacy
d. Prurient
e. Affinity
28. When you attempt to use social media to eliminate perceived threats and eliminate self-
doubts, which impulse are you responding to?
a. Validation
b. Altruistic
c. Immediacy
d. Prurient
e. Affinity
29. Which of the following terms describes the extent to which worries about sharing too
much information impact our online behaviour is known?
a. Privacy salience
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
b. Privacy paradox
c. Social privacy
d. Social identity
e. None of the above
30. The portrait that marketers paint of you when they assess the image and perception you
portray of yourself on social media is known as which of the following?
a. Personal utility impulse
b. Social footprint
c. Social personality
d. Social identity
e. Social profile
31. People’s willingness to disclose personal information in social media channels despite
expressing high levels of concern for privacy protection is also known as which of the
following?
a. Privacy salience
b. Privacy paradox
c. Social privacy
d. Social identity
e. None of the above
32. Which of the following completes the sentence, ‘______ is the sense of relief we feel
from knowing others in our network are accessible’?
a. Contact comfort
b. Immediate altruistic response
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Social media addiction
d. Prurient impulse
e. Validation impulse
33. Rachel has decided to quit social media due to increasing privacy concerns and social
media fatigue. She deletes all of her social media posts and profiles including Facebook,
Twitter and LinkedIn. What term best describes her actions?
a. Life stream closure
b. Social identity suicide
c. Internalisation
d. Social media review
e. Social data revocation
34. Which of the follow categorises social media user types according to their degree of
social media consumption and creation?
a. The Social Consumption/Creation Matrix.
b. The Social Creation/Consumption Framework.
c. The Technographic Matrix.
d. The Technographic Framework.
e. None of the above.
35. Which of the following completes the statement ‘______ of social media content is the
most prevalent activity but must be served by the more taxing ______ of content.’?
a. Creation, distribution
b. Consumption, creation
c. Distribution, creation