Question 1

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 behavior.
E)Level of participation.

Accepted Answer

The characteristic that specifies the significant proportion of active members in an online community is the level of participation. Without active participation, an online community cannot thrive as members would not engage in conversations, share knowledge and resources, and contribute to the growth and development of the community. Therefore, E is the best choice for this question.

Question 2

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.

Accepted Answer

The example given describes the spread of a meme, which is a cultural element or behavior that spreads from person to person within a culture. The Harlem shake video became a popular meme, inspiring many groups to create their own versions.

Question 3

Which of the following represents the value of the brand-specific mention through a paid advertising placement rather than a volunteered comment?
A)Media democratization.
B)Media multiplexity.
C)Ad equivalency value.
D)Social capital.
E)Two-step flow model of influence.

Accepted Answer

Ad equivalency value measures how much a paid advertising placement is worth in comparison to a similar coverage earned through traditional media coverage. It helps to evaluate the impact of paid advertising on brand-specific mentions.

Question 4

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.

Accepted Answer

Malcolm Gladwell identifies a "Connector" as someone who knows and communicates with many people across different social circles. Elizabeth fits this description as she knows and communicates with many more people than Tom. A "Maven" is someone who has a deep understanding and knowledge of a particular topic, a "Salesman" is someone who has the ability to persuade people to buy or believe in something, a "Core Tie" refers to a strong and close relationship between people, and a "Weak Tie" refers to a more casual and distant relationship between people. None of these other options accurately describe Elizabeth based on the given information.

Question 5

Which type of power refers to the ability to provide others with what they desire?
A)Expert.
B)Legitimate.
C)Reward.
D)Referent.
E)Coercive.

Accepted Answer

Reward power refers to the ability to provide others with what they desire, such as promotions, raises, or other types of rewards. This type of power can be effective in motivating individuals to perform their best and achieve desired results.

Question 6

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.

Accepted Answer

Lurkers are people who observe and read content on social media platforms without actively participating or adding value. They make up the majority of social media users, with only a small percentage contributing content.

Question 7

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

Accepted Answer

The definition provided in the sentence matches that of a meme, which is a cultural unit that spreads rapidly among individuals. Hashtags and influenced content are related to social media but do not necessarily fit the definition provided. Word-of-mouth content can spread person to person but may not necessarily evolve within a social community like viral content does.

Question 8

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.
E)Weak ties.

Accepted Answer

Malcolm Gladwell refers to people who are knowledgeable about many things as "Mavens" in his book "The Tipping Point".

Question 9

Which type of power refers to organizational authority based on rights associated with a person's appointed position?
A)Expert.
B)Legitimate.
C)Reward.
D)Referent.
E)Coercive.

Accepted Answer

Legitimate power is based on the person's official or appointed position in the organization. This power is derived from the formal authority vested in the position and is associated with the rights and responsibilities of the position. Other types of powers are Expert, Reward, Referent, and Coercive powers.

Question 10

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 behavior.
E)Level of participation.

Accepted Answer

Standards of behavior refer to the accepted norms and rules that govern interactions and transactions within an online community, such as the legal agreement to pay for purchases when using Amazon.

Question 11

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.

Accepted Answer

Word-of-mouth marketing is often more reliable and trustworthy than messages from formal marketing channels because it involves personal recommendations from friends, family or acquaintances who have had direct experience with the product or service. Research has shown that people are more likely to trust and act on recommendations from people they know and trust, compared to messages from companies or brands. This is because people perceive word-of-mouth messages to be more genuine, unbiased and relevant to their individual needs and interests.

Question 12

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.

Accepted Answer

Malcolm Gladwell refers to people who influence others with their natural persuasive power as "Salesmen." Mavens are people who have a lot of knowledge and like to share it with others, while Connectors are people who have a large network of acquaintances across different social circles. Core ties and weak ties refer to the strength of relationships between individuals in a network.

Question 13

Which of the following completes the sentence,'Consumers weigh ______ word of mouth more heavily they do ______ comments'.
A)negative,positive
B)positive,positive
C)positive,negative
D)negative,negative
E)none of these

Accepted Answer

Consumers tend to give more importance to negative word of mouth compared to positive comments, as negative experiences are often perceived as more impactful and memorable.

Question 14

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?
A)The social-object theory.
B)Reputational capital.
C)Media democratization.
D)The two-step flow model of influence.
E)Ad-equivalency value.

Accepted Answer

The two-step flow model of influence proposes that a small group of influencers (opinion leaders) are responsible for dissemination of information because they can modify the opinions of a large number of other people. This theory suggests that media messages are first received by opinion leaders, who then interpret and pass on the information to their followers.

Question 15

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.

Accepted Answer

An impression is the completion of an advertising message being displayed to a potential audience member, whether it is online or offline. It is a term widely used in advertising and marketing as a metric for evaluating the effectiveness of a campaign.

Question 16

Which online community characteristic are you engaged in WHEN YOUR POST CONTAINS ALL CAPITAL LETTERS TO EXPRESS YOUR ANGER?
A)Homophily.
B)Cyberbullying.
C)Cascading.
D)Flaming.
E)Word of mouth.

Accepted Answer

Using all capital letters to express anger is a form of flaming, which is an aggressive behavior online. Flaming can negatively impact the online community by creating a hostile environment and discouraging participation from other members.

Question 17

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.

Accepted Answer

Opinion leaders are individuals who are knowledgeable about products or services and whose opinions and recommendations are highly respected by others. They can influence the purchasing decisions of others through their expertise and credibility.

Question 18

Which of the following best describes opinion leaders?
A)Opinion leaders are technically competent so they possess expert power.
B)Opinion leaders prescreen,evaluate,and synthesize 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.

Accepted Answer

Opinion leaders can possess various types of power, including expert power (A), knowledge power (B), and referent power (C and D). Therefore, all of the given options describe characteristics of opinion leaders. They are not mutually exclusive.

Question 19

Which type of power refers to the ability to punish others?
A)Expert.
B)Legitimate.
C)Reward.
D)Referent.
E)Coercive.

Accepted Answer

Coercive power refers to the ability to punish or impose negative consequences on others in order to compel them to comply with one's wishes or demands. This may include threats of demotion, loss of privileges, or other forms of punishment.

Question 20

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.

Accepted Answer

Cascades refer to a sequence of interactions that are triggered by a piece of information.

Quiz 3: Network Structure and Group Influences in Social Media

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) ?

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?

Which of the following represents the value of the brand-specific mention through a paid advertising placement rather than a volunteered comment?

Elizabeth knows and communicates with many more people than Tom.Malcolm Gladwell identifies Elizabeth as which of the following?

Which type of power refers to the ability to provide others with what they desire?

Which 90% of social media users just observe what's on the site,so don't add a lot of value?

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'?

People who are knowledgeable about many things are referred by Malcolm Gladwell as which of the following?

Which type of power refers to organizational authority based on rights associated with a person's appointed position?

Which of the following online community characteristics is exemplified by entering into a legal contract to pay when you order something from Amazon?

What type of marketing tends to be more reliable and trustworthy than messages from more formal marketing channels?

People who influence others with their natural persuasive power are referred by Malcolm Gladwell as which of the following?

Which of the following completes the sentence,'Consumers weigh word of mouth more heavily they do comments'.

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?

Which of the following completes the following sentence,'A view or an exposure to an advertising message is known as a(n) ______'.

Which online community characteristic are you engaged in WHEN YOUR POST CONTAINS ALL CAPITAL LETTERS TO EXPRESS YOUR ANGER?

Which of the following describes a person who is knowledgeable about products and whose advice others take seriously?

Which of the following best describes opinion leaders?

Which type of power refers to the ability to punish others?

Which of the following terms refers to when a piece of information triggers a sequence of interactions?