Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Creation, consumption
e. Distribution, consumption
36. Which of the following are characterised by a low level of both creation and
consumption, and are considered passive users with short attention spans?
a. Attention seekers
b. Devotees
c. Entertainment chasers
d. Connection seekers
e. Spectators
37. Which of the following are the largest segment of social media participants?
a. Attention seekers
b. Devotees
c. Entertainment chasers
d. Connection seekers
e. Spectators
38. Which of the following have large networks, high social capital and the ability to create
and promote social content?
a. Attention seekers
b. Devotees
c. Entertainment chasers
d. Connection seekers
e. Spectators
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
39. Which of the following are ideal brand ambassadors?
a. Attention seekers
b. Devotees
c. Entertainment chasers
d. Connection seekers
e. Spectators
40. Which of the following completes the statement, ‘______ are motivated by the validation
impulse, while ______ are motivated by the affinity impulse.’?
a. Devotees, entertainment chasers
b. Connection seekers, attention seekers
c. Entertainment chasers, connection seekers
d. Connection seekers, devotees
e. Attention seekers, connection seekers
41. Researchers from Ryerson University in Toronto categorised social media users into
passive or active information seekers and passive or active participants. Which of the
following is not one of the four segments that were identified?
a. Minimalists
b. Observers
c. Information Seekers
d. Socialisers
e. Mavens
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
42. Which of the following completes the sentence, ‘______ are characterised by highly
interconnected people such as hobbyists, fans or professional groups’?
a. Support networks
b. Tight crowds
c. Brand clusters
d. Community clusters
e. Polarised crowds
43. Which of the following are the two most important microblogs for marketers?
a. Support networks and brand clusters
b. Tight crowds and support networks
c. Brand clusters and tight crowds
d. Community clusters and brand clusters
e. Polarised crowds and support networks
44. Which of the following is NOT a microblog user type as defined by the Pew Research
Centre?
a. Support networks
b. Tight crowds
c. Brand clusters
d. Community clusters
e. Polaroid crowds
45. Which of the following are geolocation techniques used by social media marketers?
a. Geofencing, geotargeting and beaconing.
b. Geofencing, geotargeting and tracking.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Geomapping, geotargeting and beaconing.
d. Geomapping, geotargeting and tracking.
e. None of the above.
46. Which of the following completes the following statement, ‘______ is similar to ______
but the geographic parameters are more general, such as 50 miles from a zip code.’?
a. Beaconing, geofencing
b. Geofencing, beaconing
c. Geotargeting, geofencing
d. Geofencing, geotargeting
e. None of the above
47. Which of the following completes the statement, ‘______ approaches slice up the market
based on personality, motives, lifestyles and attitudes and opinions.’?
a. Geographic segmentation
b. Behavioural segmentation
c. Market segmentation
d. Demographic segmentation
e. Psychographic segmentation
48. Which of the following completes the statement,’ ______ measures the ability of brands
to fit into how consumers manage their social media-centric lives.’?
a. Social influence
b. Social currency
c. Status
d. Brand recognition
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. None of the above
49. Which of the following best completes the statement, ‘______ divides consumers into
groups based on their actions.’?
a. Geographic segmentation
b. Market segmentation
c. Behavioural segmentation
d. Demographic segmentation
e. Psychographic segmentation
50. Which of the following completes the statement, ‘A ______ is a snapshot of your ideal
customer that tells a story using the information you used for segmentation (i.e.,
demographic, geographic, psychographic, benefits sought and behaviour).’?
a. CRM
b. Biographical outline
c. Personality sketch
d. Predictive model
e. Buyer persona
51. Which of the following completes the statement, ‘The extent to which one worries about
privacy and the risks related to the collection, unauthorised secondary use, errors in and
improper access of personal data is known as ______.’?
a. Intuitive concern
b. Considered concern
c. Privacy paradox
d. Privacy salience
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. None of the above
52. Which of the following may explain Gartner’s claim that half of all social media
campaigns fail?
a. Firms often use the wrong budgeting techniques.
b. Social strategy is not matched to the target audience.
c. Firms tend to use secondary research.
d. Competitors run counter-campaigns to mitigate their influence.
e. None of the above.
53. Which of the following completes the sentence, ‘The ______ reflects how actively a
segment uses social tools, how important those tools are within the stages of the customer life
cycle and how willingly they engage with brands in social media.’?
a. Social Media score
b. Consumer Segment score
c. Social Segmentation score
d. Social Technographics score
e. None of the above
54. ______ demand social interactions with your company. These consumers constantly use
social media to connect with companies, brands and products.
a. Social stars
b. Social savvies
c. Social snackers
d. Social skippers
e. None of the above
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
55. ______ expect social interactions with your company. Social media is still a part of their
everyday lives and they frequently use social media to connect with companies, brands and
products.
a. Social stars
b. Social savvies
c. Social snackers
d. Social skippers
e. None of the above
56. ______ appreciate social interactions with your company. They don’t shy away from
branded social interactions, but neither do they seek them out.
a. Social stars
b. Social savvies
c. Social snackers
d. Social skippers
e. None of the above
57. ______ spurn social interactions with your company. They rarely use social media to
connect with companies, brands and products.
a. Social stars
b. Social savvies
c. Social snackers
d. Social skippers
e. None of these
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
58. According to Forrester’s Social Technographics Model a ______ score measures the
extent to which the target audience uses social media to learn about new brands as well as
how likely they are to spread the word about their favourite products and services.
a. Discover
b. Explore
c. Use
d. Ask
e. Engage
59. According to Forrester’s Social Technographics Model a ______ score gauges whether
social media can be used to create purchase intent. This number measures how actively your
audience consumes social content when they’re considering products and making purchase
decisions.
a. Discover
b. Explore
c. Use
d. Ask
e. Engage
60. According to Forrester’s Social Technographics Model a ______ score measures
likelihood of conversion using social media, the ultimate goal of the zone of social
commerce.
a. Discover
b. Explore
c. Buy
d. Ask
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. Engage
61. According to Forrester’s Social Technographics Model a ______ score measures how
common it is for a target segment to share product and service experiences, such as sharing
what songs they’re listening to on Spotify or comparing their workouts to that of other Fitbit
users.
a. Discover
b. Explore
c. Use
d. Ask
e. Engage
62. According to Forrester’s Social Technographics Model a ______ score reflects whether
social media is a valued channel for customer support.
a. Discover
b. Explore
c. Use
d. Ask
e. Engage
63. According to Forrester’s Social Technographics Model a ______ score gauges whether
social media will be useful to build customer relationships.
a. Discover
b. Explore
c. Use
d. Ask
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. Engage
64. Which of the following microblog user types defined by Pew Research Centre is
characterised by people who are passionately discussing an issue?
a. Polarised Crowds
b. Tight Crowds
c. Community Clusters
d. Broadcast Networks
e. Support Networks
65. Which of the following microblog user types defined by Pew Research Centre is
characterised by highly interconnected people such as hobbyists, fans or professional groups?
a. Polarised Crowds
b. Tight Crowds
c. Community Clusters
d. Broadcast Networks
e. Support Networks
66. Which of the following microblog user types defined by Pew Research Centre is
characterised by people talking about brands but generally not talking to each other?
a. Polarised Crowds
b. Tight Crowds
c. Brand Clusters
d. Broadcast Networks
e. Support Networks
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
67. Which of the following microblog user types defined by Pew Research Centre is
characterised by many people repeating prominent news items?
a. Polarised Crowds
b. Tight Crowds
c. Community Clusters
d. Broadcast Networks
e. Support Networks
68. Which of the following microblog user types defined by Pew Research Centre is
characterised by handling customer complaints?
a. Polarised Crowds
b. Tight Crowds
c. Community Clusters
d. Broadcast Networks
e. Support Networks