Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
Test bank
Chapter 3: Network structure and group influences in
social media
Multiple choice questions
1. Which of the following terms identifies a group of people who come together for a specific
purpose, who are guided by community policies, and who are supported by internet access
that enables virtual communication?
a. Open access site
b. Influence network
c. Online community
d. Democracy
e. Media democratisation
2. What is another name for an online community?
a. Cyberplace
b. Democracy
c. Chat room
d. Influence network
e. Open access site
3. Which of the following completes the sentence, ‘A set of socially relevant nodes
connected by one or more relations is a ______’.
a. niche market
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
b. social network
c. democracy
d. open access site
e. social contract
4. Which of the following completes the sentence, ‘Members of a social network are known
as ______ and are connected by their ______’.
a. maven; connections
b. norm; nodes
c. nodes; ties
d. ties; norms
e. presence; connections
5. Social networks can be diagrammed to illustrate the interconnections of network units.
LinkedIn members represent ______ who are connected via ______.
a. ties; nodes
b. nodes; ties
c. intermediaries; links
d. links; intermediaries
e. None of these
6. Which of the following refers to the effect that people experience when they interact with
a computer-mediated or computer-generated environment?
a. Object sociality
b. Presence
c. Social interconnectivity
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Virtual reality
e. Indirect connections
7. Which of the following suggests that social networks will be more effective if there is a
way to activate relationships among people and objects?
a. Media democratisation
b. Vertical network
c. Social-object theory
d. Two-step flow model of influence
e. Small-world network
8. Michelle has a conversation online with Mike, a prospective dating partner on Match.com.
During the chat, they arrange to meet at Starbucks for coffee. In social network terms, which
of the following is Michelle and Mike’s online chat?
a. An interaction
b. A social contract
c. A node
d. A tie
e. A meetup
9. Michelle posts a picture of her engagement ring on Facebook this past weekend and her
brother, best friend, intramural volleyball teammates and many more post comments and like
the picture to congratulate her. In social network terms, this exchange of pictures and
comments on Facebook represents which of the following?
a. An interaction
b. A flow
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Nodes
d. Ties
e. A meetup
10. Which of the following terms represents the flows of communication that go in many
directions at any point in time and often on multiple platforms of social media?
a. Media multiplexity
b. Vertical networks
c. Small-world network
d. Media democratisation
e. Six degrees of separation
11. Which of the following ties the site relationships to a specific object such as photos of
people’s dogs or bookmarked websites that provide details about the history of alternative
music?
a. Momentum effect
b. Object sociality
c. Reputational capital
d. Legitimate power
e. Media multiplexity
12. Which term refers to the narrow, deep focus of social networking sites that differentiate
themselves because they centre on some common hobby, interest, or characteristic that draws
members to the site?
a. Vertical network
b. Horizontal network
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Niche market
d. Media democratisation
e. Social media presence
13. Which of the following does not represent an object?
a. URLs are objects on Diigo.
b. Dogs are objects on Dogster.
c. Secrets are objects on Whisper.
d. Places are objects on FourSquare.
e. Faces are objects on Facebook.
14. Which of the following best defines a niche market?
a. Centres on some common hobby, interest, or characteristic that draws members to the site.
b. Illustrates that most nodes in a social graph are not directly linked to one another. Instead
they are indirectly connected via neighbours.
c. Offers a relatively small number of items to buyers who tend to be loyal to these outlets.
d. Enables anyone to participate without registration or identification.
e. Sets forth expectations for user behaviour as well as for that of the host or governing body.
15. Which of the following best defines an open access site?
a. Centres on some common hobby, interest, or characteristic that draws members to the site.
b. Illustrates that most nodes in a social graph are not directly linked to one another. Instead
they are indirectly connected via neighbours.
c. Offers a relatively small number of items to buyers who tend to be loyal to these outlets.
d. Enables anyone to participate without registration or identification.
e. Sets forth expectations for user behaviour as well as for that of the host or governing body.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
16. Which online community characteristic specifies that communities thrive on
communications among members?
a. Conversations
b. Presence
c. Democracy
d. Standards of behaviour
e. Level of participation
17. Vertical networks are sites designed around object sociality. They are most comparable to
______ in the physical world.
a. free markets
b. closed markets
c. niche-markets
d. mass markets
e. commodity markets
18. ______ are created, shared, and sustained by community members because they promote
behaviour that benefits the collective.
a. Moderators
b. Guidelines
c. Social norms
d. Standards of behaviour
e. Regulations
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
19. Which online community characteristic specifies that virtual communities need norms in
order to operate?
a. Conversations
b. Presence
c. Democracy
d. Standards of behaviour
e. Level of participation
20. Rules that govern behaviour are also known as which of the following?
a. Ties
b. Impressions
c. Cascades
d. Norms
e. Nodes
21. Which of the following online community characteristics is exemplified by entering into
a legal contract to pay when you order something from Amazon?
a. Conversations
b. Presence
c. Democracy
d. Standards of behaviour
e. Level of participation
22. Which online community characteristic are you engaged in WHEN YOUR POST
CONTAINS ALL CAPITAL LETTERS TO EXPRESS YOUR ANGER?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Homophily
b. Cyberbullying
c. Cascading
d. Flaming
e. Word-of-mouth
23. Which online community characteristic specifies that for an online community to thrive,
a significant proportion of its members must be active (e.g., post updates, make comments,
upload content, etc.)?
a. Conversations
b. Presence
c. Democracy
d. Standards of behaviour
e. Level of participation
24. Which 90% of social media users just observe what’s on the site, so don’t add a lot of
value?
a. Lurkers
b. Connectors
c. Democrats
d. Contributors
e. Low level participants
25. Which of the following proposes that a small group of influencers are responsible for
dissemination of information because they can modify the opinions of a large number of
other people?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. The social-object theory.
b. Reputational capital.
c. Media democratisation.
d. The two-step flow model of influence.
e. Ad equivalency value.
26. Which of the following terms refers to when a piece of information triggers a sequence of
interactions?
a. Meetups
b. Cascades
c. Norms
d. Flows
e. Impressions
27. What type of marketing tends to be more reliable and trustworthy than messages from
more formal marketing channels?
a. Reputational capital
b. Object sociality
c. Flaming
d. Social proof
e. Word-of-mouth
28. Which of the following completes the sentence, ‘Consumers weigh ______ word-of-
mouth more heavily they do ______ comments’.
a. negative; positive
b. positive; positive
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. positive; negative
d. negative; negative
e. none of these
29. Which of the following represents the value of the brand-specific mention through a paid
advertising placement rather than a volunteered comment?
a. Media democratisation
b. Media multiplexity
c. Ad equivalency value
d. Social capital
e. Two-step flow model of influence
30. Which of the following completes the following sentence, ‘A view or an exposure to an
advertising message is known as a(n) ______’.
a. norm
b. meetup
c. momentum effect
d. impression
e. presence
31. People who are knowledgeable about many things are referred by Malcolm Gladwell as
which of the following?
a. Mavens
b. Connectors
c. Salesmen
d. Core ties
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. Weak ties
32. Elizabeth knows and communicates with many more people than Tom. Malcolm
Gladwell identifies Elizabeth as which of the following?
a. Maven
b. Connector
c. Salesman
d. Core tie
e. Weak tie
33. People who influence others with their natural persuasive power are referred by Malcolm
Gladwell as which of the following?
a. Mavens
b. Connectors
c. Salesmen
d. Core ties
e. Weak ties
34. After the Harlem shake video became available on YouTube, it went viral and many
groups around the world decided to make their own versions. This is an example of which of
the following terms?
a. Maven
b. Meme
c. Norm
d. Node
e. Homophily
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
35. Which of the following completes the sentence, ‘When viral content evolves within a
social community, it becomes a ______, or a snippet of cultural information that spreads
person to person until eventually it enters the general consciousness’?
a. meme
b. hashtag
c. influenced content
d. word-of-mouth content
e. none of these
36. Which of the following describes a person who is knowledgeable about products and
whose advice others take seriously?
a. Anomies
b. Connectors
c. Opinion leaders
d. Salesmen
e. Power users
37. Which of the following best describes opinion leaders?
a. Opinion leaders are technically competent, so they possess expert power.
b. Opinion leaders pre-screen, evaluate, and synthesise product information in an unbiased
way, so they possess knowledge power.
c. Opinion leaders are socially active and highly interconnected in their communities.
d. Opinion leaders are likely to hold positions of leadership.
e. All of these.