Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
Test bank
Chapter 6: Social community
Multiple choice questions
1. Which of the following describes the Social Community Zone?
a. It can be thought of as the ‘relationship zone’.
b. Key activities include collaboration and conversation.
c. Social networks focus on acquiring and maintaining relationships.
d. We often converse and collaborate around content.
e. All of these.
2. ______ are the community vehicles that house and enable social engagement.
a. Internal social networks
b. External social networks
c. Social networking sites
d. User-generated networking sites
e. Microblogs
3. It is useful to compare social networks and to understand how their defining dimensions
affect our ability to market brands within the social space. This is particularly relevant as
users utilise more social channels for ______.
a. commercial purposes
b. specialised purposes
c. social purposes
d. professional purposes
e. None of these
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
4. Which of the following does NOT represent a way in which social networking sites vary?
a. Audience of specialisation.
b. The social objects that mediate the relationships among members.
c. Degree of openness.
d. Degree of specialisation.
e. Network structure.
5. IBM launched a site for its employees called BeeHive that enables them to post profiles,
maintain a blog, participate in discussion groups and share files. This is an example of which
of the following?
a. Activity stream.
b. Backchannel.
c. Niche market.
d. External social network.
e. Internal social network.
6. Sites that are open to people who are not employed with the site’s sponsor are considered
which of the following?
a. Activity stream.
b. Backchannel.
c. Niche market.
d. External social network.
e. Internal social network.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
7. Which type of social networking site is differentiated by an emphasis on some common
hobby, interest or characteristic that draws members to the site?
a. Decentralised network.
b. Vertical network.
c. Parallel network.
d. Centralised network.
e. Focused network.
8. Which of the following is NOT a characteristic of a vertical network?
a. More involved members who share a common interest.
b. Comparable to a niche market in the physical world.
c. Focused on a common interest, hobby or characteristic.
d. Focused on a wide range of topics.
e. Designed around the ability of an object to inspire social interaction.
9. Which of the following completes the sentence, ‘The need to manage multiple community
accounts (and to forego some due to the required investment), as well as the steady streams
of content flowing from multiple networks, often leads to ______’?
a. social lock-in
b. switching costs
c. social networking fatigue
d. fandom
e. message internalisation
10. Which of the following is a term used to describe a single profile providing access across
social networking sites with a single login and shared information?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Activity streaming.
b. Ambient intimacy.
c. Identity reflection.
d. Internal social networking.
e. Identity portability.
11. Which of the following is the goal of OpenID, an authentication protocol that works
across participating sites and helps minimise the switching cost problem?
a. Activity streaming.
b. Ambient intimacy.
c. Identity reflection.
d. Internal social networking.
e. Identity portability.
12. While many social networking sites remain open to anyone, many still require new
members to register for membership and to use login specifications to access the community.
Which of the following is NOT a reason to maintain a record of membership?
a. Aid in product development.
b. Promoting the site.
c. Offer highly targeted ad placements for advertisers.
d. Encouraging identity portability and adoption of OpenID standards.
e. License member data to external marketers.
13. Which of the following best describes secondary content?
a. A visual element used to change the aesthetic of a web page.
b. An option to have one’s profile reflected back to oneself from the perspective of others.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. A small digital badge that people can embed in emails and on websites to share their
contact information and social affiliations.
d. Enables users to project an identity more vividly to others within a community.
e. What others create that we feel is worth redistributing to our social networks.
14. What helps Facebook maintain its dominance as the most popular SNS for marketers?
a. Identity reflection.
b. Social networking fatigue.
c. Social lock-in.
d. Both Identity reflection and Social networking fatigue.
e. Both Social networking fatigue and Social lock-in.
15. Users that actively produce content in the form of video, podcasts/music, stories, articles
and blog posts are known as ______.
a. creators
b. members
c. lurkers
d. consumers
e. influencers
16. Which of the following best describes the term ‘social sharing’?
a. A site that consists of broadcast updates to your news feed.
b. News feed that social networks use to establish an ongoing point of connection between
network nodes.
c. A tool for reminding someone to socialise.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Features that provide people with the tools they need to reveal elements of their digital
identities.
e. A feature that highlights the best participants who contribute to sites.
17. Which of the following occurs when a user is unable to transfer social contacts and
content from one social network to another?
a. Social lock-in.
b. Message internalisation.
c. Social interaction.
d. Statuscasting.
e. Stickiness.
18. Which of the following is NOT an example of social sharing?
a. Link to a celebrity blog.
b. A photo you shared on Instagram last week.
c. The Harlem Shake video.
d. Your high school yearbook.
e. A brand you ‘like’ on Facebook.
19. Which of the following can represent secondary content?
a. Retweets.
b. Links to a celebrity blog.
c. Brands “liked” on Facebook.
d. All of these.
e. None of these.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
20. In a social network, people show their loyalty through simple acts such as ‘liking’ brands
on their Facebook page or ‘joining’ a sponsored group. This type of loyal following in an
online community is also known as which of the following?
a. Message internalisation.
b. Return on emotion.
c. Earned reach.
d. Fandom.
e. Brand engagement.
21. Scandal fans may feel that they relate to one or more of the characters. This is most likely
an example of which fandom characteristic?
a. Emotional engagement.
b. Self-identification.
c. Cultural competence.
d. Auxiliary consumption.
e. Production.
22. Which of the following is a fan characteristic that refers to the fan who personally and
publicly identifies with like-minded fans?
a. Emotional engagement.
b. Self-identification.
c. Cultural competence.
d. Auxiliary consumption.
e. Production.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
23. Scandal fans associate themselves as Gladiators and feel a sense of belonging with other
Gladiators. Which fandom characteristic is this an example of?
a. Emotional engagement.
b. Self-identification.
c. Cultural competence.
d. Auxiliary consumption.
e. Production.
24. Which of the following is the fandom characteristic for which fans have a critical
understanding of the object, its history and its meaning beyond its basic functionality?
a. Emotional engagement.
b. Self-identification.
c. Cultural competence.
d. Auxiliary consumption.
e. Production.
25. Which fandom characteristic is exhibited through fans collecting related items and
experiences beyond the basic object?
a. Emotional engagement.
b. Self-identification.
c. Cultural competence.
d. Auxiliary consumption.
e. Production.
26. Fans of Scandal can buy clothes, mugs and other items that sport the show’s logo. Which
fandom characteristic is this an example of?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Emotional engagement.
b. Self-identification.
c. Cultural competence.
d. Auxiliary consumption.
e. Production.
27. Which fandom characteristic defined as fans becoming involved in the creation of content
related to the object?
a. Emotional engagement.
b. Self-identification.
c. Cultural competence.
d. Auxiliary consumption.
e. Production.
28. Gladiators post their favourite clips (unofficially) and write predictions for future
episodes online. Some Gladiators run their own Scandal-focused blogs. Which fandom
characteristic is this an example of?
a. Emotional engagement.
b. Self-identification.
c. Cultural competence.
d. Auxiliary consumption.
e. Production.
29. An indicator of the brand’s success in establishing a known presence within a community
is also known as which of the following?
a. A leaderboard.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
b. The fan base.
c. Badges.
d. Clickthroughs.
e. Social lock-in.
30. People can simply acknowledge a brand, or they can work with a brand to develop new
products. This continuum is also known as which of the following?
a. Brand profile.
b. Derivative branded content.
c. Brand engagement.
d. Friendvertising.
e. Participatory advertising.
31. Which of the following completes the sentence, ‘Research suggests that ______ brand
knowledge and emotion ______ the perceived value of the brand in the mind of the
consumer’.
a. increasing; decreases
b. decreasing; increases
c. decreasing; decreases
d. increasing; increases
e. None of these
32. Which of the following conceptually assesses the extent to which a brand has delivered a
value in exchange for the attachment fans have awarded it?
a. API.
b. Switching cost analysis.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Message internalisation.
d. Dunbar’s Number.
e. Return on emotion.
33. Which of the following are online display ads that incorporate user data in the ad or in the
targeting of the ad and enable some form of social interaction within the ad unit or landing
page?
a. Social engagement ad.
b. Social ads.
c. Social context ad.
d. Organic social ad.
e. Response devices.
34. A brand’s use of social networking to build earned media value is also known as which of
the following?
a. Rich Media.
b. Skins.
c. Statuscasts.
d. Derivative Branded Content.
e. Friendvertising.
35. Which of the following best describes a social engagement ad?
a. Contains ad creative (image and text) along with an option to encourage the viewer to
engage with the brand.
b. Includes ad creative, an engagement device and personalised referral content from people
in the viewer’s network.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Is shared on a person’s activity stream following a brand interaction (such as liking the
brand).
d. Motivates the receiver to get involved with the message and help spread it to others.
e. Occurs when an opinion leader publishes brand-relevant content, such as a blog post in
social media.
36. Which of the following best describes a social context ad?
a. Contains ad creative (image and text), along with an option to encourage the viewer to
engage with the brand.
b. Includes ad creative, an engagement device and personalised referral content from people
in the viewer’s network.
c. Is shared on a person’s activity stream following a brand interaction (such as liking the
brand).
d. Motivates the receiver to get involved with the message and help spread it to others.
e. Occurs when an opinion leader publishes brand-relevant content, such as a blog post in
social media.
37. Which of the following best describes an organic social ad?
a. Contains ad creative (image and text), along with an option to encourage the viewer to
engage with the brand.
b. Includes ad creative, an engagement device and personalised referral content from people
in the viewer’s network.
c. Is shared on a person’s activity stream following a brand interaction.
d. Motivates the receiver to get involved with the message and help spread it to others.
e. Occurs when an opinion leader publishes brand-relevant content, such as a blog post in
social media.