Question 1

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?

Accepted Answer

B)These snippets may include songs,phrases,ideas,slang words,fashion trends,or shared behaviors.An example of a meme is the plethora of Harlem Shake videos available on YouTube.After the initial video spread,groups around the world made their own versions (e.g.www.youtube.com/results?search_query=harlem+shake).

Question 2

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)?

Accepted Answer

E)For an online community to thrive,a significant proportion of its members must participate.Otherwise the site will fail to offer fresh material and ultimately traffic will slow.

Question 3

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

Accepted Answer

D)Some norms,such as flaming,are pretty minor;they just help ensure a more pleasant online experience.Others relate to more serious matters;they help ensure protection for those who participate in terms of fair use of information (such as posting content that belongs to others),privacy,and etiquette.

Question 4

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

Accepted Answer

C)Clearly,some people's recommendations carry more weight than others.Opinion leaders are extremely valuable information sources because they possess the social power.

Question 5

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

Accepted Answer

B)These conversations create cascades of information,which occur when a piece of information triggers a sequence of interactions (much like an avalanche).

Question 6

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'?

Accepted Answer

A)When viral content evolves within a social community,it becomes a meme.A meme is a snippet of cultural information that spreads person to person until eventually it enters the general consciousness.These snippets may include songs,phrases,ideas,slang words,fashion trends,or shared behaviors.

Question 7

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?

Accepted Answer

D)When the authors run extensive computer simulations of this process,they find that the influence is driven less by influentials and more by the interaction among those who are easily influenced.

Question 8

Recognizing the ease and speed with which people share brand experiences,recommendations,and product-related opinions with others online,both negative and positive,led marketers to invent which of the following phrases?

Accepted Answer

A)Recognizing the ease and speed with which people share brand experiences,recommendations,and product-related opinions with others online,both negative and positive,led marketers to invent the phrase 'word-of-mouse'.

Question 9

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

Accepted Answer

B)Connectors are people who know many people and communicate with them.

Question 10

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

Accepted Answer

A)Participation can be a challenge though,because most users are lurkers,i.e.people who review site content but don't actually contribute.Researchers estimate that only 1 percent of a typical community's users regularly participate and another 9 percent do so only intermittently.The remaining 90 percent just observe what's on the site,so they don't add a lot of value,other than adding to the number of 'eyeballs' the site can claim when it tries to convince advertisers to buy space.

Question 11

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

Accepted Answer

C)Salesmen are people who influence others with their natural persuasive power.

Question 12

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

Accepted Answer

A)Malcolm Gladwell posits that three factors work to 'tip' a trend.In other words,to ignite interest in an idea,behavior,or product: the law of the few,stickiness,and the power of context.

Question 13

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

Accepted Answer

C)When brands use paid media,they have an estimate of the value of the advertising in the form of the fees they paid to place the ads.But in social media,most of our promotional value comes from earned and owned media.Therefore,we may try to establish a value and relate that value to the cost of buying equivalent paid media.

Question 14

Which of the following best describes opinion leaders?

Accepted Answer

E)An opinions leader is a person who is frequently able to influence others' attitudes or behaviors.

Question 15

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

Accepted Answer

A)Word-of-mouth is a two-edged sword that cuts both ways for marketers.Informal discussions among consumers can make or break a product or store.Furthermore,consumers weigh negative word-of-mouth more heavily than they do positive comments.

Question 16

Rules that govern behavior are also known as which of the following?

Accepted Answer

D)Virtual communities need norms,or rules that govern behavior,in order to operate.Some of these norms are spelled out explicitly (e.g.if you buy an item on eBay you agree that you have entered into a legal contract to pay for it)but many of them are unspoken.Without these norms,we would have chaos.

Question 17

Which online community characteristic specifies that virtual communities need norms in order to operate?

Accepted Answer

D)Virtual communities need norms,or rules that govern behavior,in order to operate.Some of these norms are spelled out explicitly (e.g.if you buy an item on eBay you agree that you have entered into a legal contract to pay for it)but many of them are unspoken.Without these norms,we would have chaos.

Question 18

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

Accepted Answer

D)In social media,brands may benefit from influence impressions as well as ad impressions.

Question 19

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

Accepted Answer

E)Because we get the word from people we know,WOM tends to be more reliable and trustworthy than messages from more formal marketing channels.And,unlike advertising,WOM often comes with social pressure to conform to these recommendations.

Question 20

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

Accepted Answer

D)Virtual communities need norms,or rules that govern behavior,in order to operate.Some of these rules are spelled out explicitly (e.g.if you buy an item on eBay you agree that you have entered into a legal contract to pay for it)but many of them are unspoken.

Quiz 4: Digital Communities