Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
38. Which of the following is a term that describes the breadth and quality of contact with
users?
a. Message internalisation.
b. Return on emotion.
c. Earned reach.
d. Fandom.
e. Brand engagement.
39. Which of the following represents shared content that others can view and pass on to
their respective networks?
a. Gallery.
b. Activity stream.
c. Brand profile.
d. Leaderboard.
e. Landing page.
40. When brands create brand profiles within selected social networking communities, what
does the brand act as in the network’s social graph?
a. Theme.
b. Skin.
c. Node.
d. Seed.
e. Badge.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
41. Assuming the brand’s persona is likeable and credible, it can facilitate the process by
which a consumer adopts a brand belief of their own. This process is also known as which of
the following?
a. Message internalisation.
b. Return on emotion.
c. Earned reach.
d. Fandom.
e. Brand engagement.
42. Tide had a conversation on the fly with Scandal Gladiators by posting a message with a
provocative image of a blood-stained blouse and the promise that Tide can get any stain out.
They used the hashtag #gladiators to get viewers’ attention. This short conversation is an
example of which of the following?
a. Message internalisation.
b. Real-Time marketing.
c. Earned reach.
d. Fandom.
e. Brand engagement.
43. What type of advertising is based on a form unique to the vehicle within which it is
placed?
a. Native advertising.
b. Participatory advertising.
c. Display ads.
d. Social interaction.
e. Social media advertising.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
44. Which type of advertising brands invite content, sets mandatory guidelines and
specifications and possibly also provides participants with selected brand assets such as
footage from prior commercials that ran on TV?
a. Native advertising.
b. Participatory advertising.
c. Display ads.
d. Social interaction.
e. Social media advertising.
45. Which of the following is one way to seed content using the network and refers to
newsfeed stories of brand interactions?
a. Derivative branded content.
b. Social engagement ad.
c. Rich media.
d. Display ads.
e. Directed communications.
46. Which of the following is NOT a way that paid ads in social media can be targeted?
a. Distribution segmentation.
b. Geographic segmentation.
c. Demographic segmentation.
d. Psychographics.
e. Behavioural targeting.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
47. Which of the following is NOT a question manager’s should ask before deciding whether
social relationships will work for a specific brand?
a. Is the brand set up for engagement?
b. If the traditional brand participates in social media, where should the brand be?
c. How can the brand’s profiles be developed in such a way as to reflect the brand’s
personality?
d. How can the brand deleverage the fan sites to better meet its objectives?
e. How can the brand integrate its social network presence into other campaign components?
48. Which of the following is NOT true of the term ‘Echoverse’?
a. Results from the interactivity and interdependence of information sources.
b. Results solely from one-to-one communications.
c. Actors contribute and influence each other’s actions.
d. Encompasses the entire communications environment in which a brand/firm operates.
e. Feedback loops exist between all of the stakeholders in the brand’s environment.
49. Social networking sites vary in terms of three important dimensions. Which of the
following is NOT one of these dimensions?
a. Brand persona and aesthetics.
b. Audience and degree of specialisation.
c. The social objects that mediate relationships among members.
d. The degree of openness.
e. None of these.
50. Which of the following social login tools has become more widely adopted than the
OpenID authentication protocol?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Facebook Connect.
b. Twitter Connect.
c. LinkedIn Connect.
d. Both Facebook Connect and Twitter Connect.
e. All of these.
51. Which of the following best completes the following sentence, ‘The new standard for
social networking sites is to offer tools, widgets, applications and features that encourage
______; sites provide people with the tools they need to reveal elements of their digital
identities.’?
a. social lock-in
b. statuscasting
c. message internalisation
d. social sharing
e. None of these
52. Which of the following best describes the relationship between creators and lurkers?
a. Creators are avid consumers of content, but lurkers will not reach past their own social
graph when sharing content.
b. Creators make up 90% of online communities and lurkers frequently redistribute
secondary content to larger audiences.
c. Both creators and lurkers contribute equally to the flow of content on social networking
sites.
d. Creators actively produce content while lurkers make up 90% of online communities and
often redistribute secondary content by sharing.
e. None of these.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
53. Why do people share content via social media channels?
a. They find it interesting and/or entertaining.
b. They think it can be helpful to others.
c. They want to get a laugh.
d. They find it interesting and/or entertaining and they think it can be helpful to others.
e. All of these.
54. Which of the following best completes the following, ‘Brands can stimulate ______
media, brand-related word-of-mouth communication, by participating and embedding the
brand in social communities. Brands seeking a deeper connection to social media users can
sponsor a social community or create a dedicated online brand community (OBC), a form of
______ media.’?
a. owned; earned
b. paid; earned
c. earned; owned
d. earned; paid
e. owned; paid
55. Which of the following terms is defined as ‘imbuing trademarked or otherwise
proprietary-named products and services with a human form and/or human attributes,
including a generally distinctive physical appearance and personality’?
a. Brand animation.
b. Brand personification.
c. Brand characterisation.
d. Brand imitation.
e. None of these.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
56. Which of the following completes the sentence, ‘A ______ is a fictional persona with a
distinct personality created to represent a brand.’?
a. spokesperson
b. brand actor
c. brand representative
d. brand mascot
e. None of these
57. How does Facebook define ‘organic reach’?
a. The number of people who were shown your post as a result of ads.
b. The number of people who saw your posts, regardless of where they saw it.
c. The number of people you can reach for free by posting.
d. The number of people who perform actions on your page.
e. None of these.
58. How do brands earn value in social media?
a. They engage customers over time.
b. They encourage customers to interact with the brand.
c. They encourage customers to share brand interactions with others.
d. They encourage customers to interact with the brand and they encourage customers to
share brand interactions with others.
e. All of these.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
59. Gallaugher & Ransbotham’s 3M Model of social media dialogue management is useful
for conceptualizing approaches to which of the following?
a. Firm-generated content (FGC).
b. Public relations crises.
c. User-generated content (UGC).
d. Social data management.
e. None of these.
60. Which of the following encompasses the three M’s of Gallaugher & Ransbotham’s model
of social media dialogue management?
a. Megaphone, Magnet, Monitor.
b. Microphone, Megaphone, Magnet.
c. Microphone, Magnet, Monitor.
d. Microphone, Magnet, Monitor.
e. None of these.
61. Which of the following best defines the 3M Model ‘Megaphone’ approach?
a. Company broadcast posts.
b. Firm posts that invite consumer engagement.
c. Posts that reflect listening and responding to consumer conversations.
d. Posts that draw from popular trends and current events.
e. None of these.
62. Which of the following best defines the 3M Model ‘Magnet’ approach?
a. Company broadcast posts.
b. Firm posts that invite consumer engagement.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. Posts that reflect listening and responding to consumer conversations.
d. Posts that draw from popular trends and current events.
e. None of these.
63. Which of the following best defines the 3M Model ‘Monitor’ approach?
a. Company broadcast posts.
b. Firm posts that invite consumer engagement.
c. Posts that reflect listening and responding to consumer conversations.
d. Posts that draw from popular trends and current events.
e. None of these.
64. Which of the following best completes the sentence, ‘Without ______ messages, brands
minimise the amplification effects they could generate if their audiences found the FGC
worth sharing with others.’?
a. informative
b. viral
c. persuasive
d. interactive
e. None of these
65. Which of the following best completes the sentence, ‘From a customer perspective,
______ means customers’ behavioural manifestation toward a brand or firm, beyond
purchase, resulting from motivational drivers.’?
a. participation
b. engagement
c. interaction
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. motivation
e. None of these
66. Word-of-mouth communication is critical for brands. A study of the impact of word-of-
mouth communication and FGC for 60 brands found that WOM influences which of the
following?
a. Brand equity.
b. Brand attitudes.
c. Purchase intent.
d. Both Brand equity and Brand attitudes.
e. All of these.
67. Brands can seed many forms of content in social communities as they try to boost
engagement and sharing. ______ offer a way for brands to invite consumers to engage and
interact while they develop shareable content.
a. UGC campaigns
b. CGM campaigns
c. FGC campaigns
d. Both UGC campaigns and CGM campaigns
e. All of these.
68. Which of the following best completes the sentence, ‘User content is ______ when its
creation is motivated by an ______ intent on the part of its creator rather than incentivised or
guided by the brand itself.’?
a. earned;, intrinsic
b. earned; extrinsic
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. organic; intrinsic
d. organic; extrinsic
e. None of these
69. Which of the following describes the relationship between organic brand impressions and
paid impressions.
a. Paid brand impressions are more influential and credible than organic impressions.
b. Organic and paid brand impressions are equally influential and credible.
c. Organic brand impressions are more influential, but less credible than paid impressions.
d. Organic brand impressions are more influential and credible than paid impressions.
e. Organic brand impressions are more influential, but less credible than paid impressions.
70. Today, the algorithms SNS use to deliver content in member newsfeeds make it more
difficult for brand messages to reach their fans. What should marketers do in response to this
development?
a. Establish multiple Facebook profiles.
b. Plan a UGC contest.
c. Invest in paid social media ads.
d. Rely on purely organic ads to reach users.
e. None of these.
71. Which of the following is the first page that a person sees when he or she clicks through
an ad to reach a brand’s target site?
a. Social engagement ad.
b. Landing page.
c. Social context ad.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
d. Clickthrough ad.
e. Response devices.
72. Which of the following is NOT one of the parts of a typical Facebook ad?
a. Headline.
b. Caption.
c. Call to Action (CTA).
d. Comment section.
e. Image.