Chapter 3

Question 1

What devices are used for accessing the internet?

Answer 1

1. Smartphone
2. Laptop
3. Tablet

Question 2

What is Instant/Direct Messaging?

Answer 2

Sending messages to someone through an app that was designed for that, like WhatsApp.

Question 3

What is the definition of Social Media?

Answer 3

They are web applications where users can create and share information/content and communicate directly with each other.

Question 4

What is a Blog?

Answer 4

Chronological list of messages that visitors can read and respond to.

Question 5

What are Business Networks?

Answer 5

Used to seek and maintain professional contacts, like LinkedIn.

Question 6

What are Collaborative Projects?

Answer 6

Bring together internet users with common interests with the aim of planning, developing, improving, analyzing and/or testing technological, academic, scientific of simply fun projects.

Question 7

What are Corporate Social Networks?

Answer 7

Only open to employees of a specific organization.

Question 8

What is a Forum?

Answer 8

A virtual discussion platform where users can ask and answer questions as well as exchange thoughts, opinions and experiences.

Question 9

What are Microblogs?

Answer 9

Blogs that limit the length of posts to around 200 characters.

Question 10

What are Image-Sharing Websites?

Answer 10

Websites that allow users to make use of services such as uploading, hosting, management and sharing of images and photo’s.

Question 11

What are Review Websites?

Answer 11

Websites that sell and provide information about products or services.

Question 12

What is Social Bookmarking?

Answer 12

The concept of storing and organizing bookmarks on the internet on a central platform for the purpose of sharing them with friends and other users.

Question 13

What are Social Games?

Answer 13

Online games that allow social interaction between players.

Question 14

What are Social Networks?

Answer 14

Connect people who already know each other, share common interests or wish to pursue similar activities.

Question 15

What are Video-Sharing Platforms?

Answer 15

Allow users to upload and share personal, professional or royalty-free videos and provide the opportunity to view them legally.

Question 16

What are Virtual Worlds?

Answer 16

Populated by many users who create their own personal avatar and simultaneously, independently of one another, discover this virtual world, participate in activities or communicate with others.

Question 17

What are the 6 types of motivation for the use of social media?

Answer 17

1. Entertainment
2. Information
3. Personal identity
4. Integration and social interaction
5. Reward
6. Self-fulfillment

Question 18

What is Search Behavior?

Answer 18

The behavior of humans when looking something up on the internet.

Question 19

What is Voice Search?

Answer 19

Searching for information by using the voice record option.

Question 20

What are Voice-Driven Commands?

Answer 20

Research indicates that there are 5 features for this:
1. The search queries are longer
2. They contain a more natural vocabulary
3. They are often in question form
4. The intention of the search is clearer
5. Many are location-based, the software responds with quick answers and actions

Question 21

What is Conversation in searching?

Answer 21

Series of search queries. The search engines are now able to understand it.

Question 22

What is Conversational search?

Answer 22

It is a new way of searching that allows users to speak in complete sentences.

Question 23

What motivates people to shop online?

Answer 23

Home delivery, lower prices, convenience, variety of products, available 24/7, uninterrupted shopping experience, comparison options, no large crowds

Question 24

What is a Channel Switch?

Answer 24

When people go from the internet to the physical store or the other way around.

Question 25

What is Webrooming?

Answer 25

Doing research online, only to make the purchase in the retail outlet.

Question 26

What is Showrooming?

Answer 26

Getting information in the physical store, only to purchase the product online.

Question 27

What is the Inspiration Phase?

Answer 27

Phase where the individual realizes there can be a change to the current situation.

Question 28

What is the Research Phase?

Answer 28

The consumer seeks out which products best fit with their needs/wants.

Question 29

What is Routine Purchasing Behavior?

Answer 29

When there is previous experience with a product, people seek very little information.

Question 30

What is Searching Extensively?

Answer 30

This happens in two phases: 1. Screening of possible alternatives by looking for products that match their preferences in multiple ways. 2. Searching for more detailed information about the alternatives that were found

Question 31

What is Involvement?

Answer 31

The extend of interest and the importance that a customer attaches to a careful purchase decision.

Question 32

What is the Decision-Making Paradox?

Answer 32

The more alternatives the consumer is considering, the better the quality of their decision. But if there are too many alternatives, cognitive overload can occur.

Question 33

What is the Evaluation Phase?

Answer 33

When the consumer creates criteria to find the product that best fits their wants/needs.

Question 34

What is the Selection Phase?

Answer 34

When the consumer has found the right product, their either buy the product through the channel where they found it, or they purchase it elsewhere.

Question 35

What is the Omnichannel Strategy?

Answer 35

Strategy where customer experience easily moves between online and offline channels

Question 36

What are Obstacles for purchasing?

Answer 36

Things that get in the way for a consumer to make the purchase, like: - Payment difficulties - Item is out of stock - Using online shopping cart as temporary wish list - Calculating total price by putting items in shopping cart

Question 37

What is Consuming?

Answer 37

Viewing brand-related photos or videos or reading about product experiences, without contributing or creating any content.

Question 38

What is Contributing?

Answer 38

Responding to articles, photos or videos, or brand-related content.

Question 39

What is Creating?

Answer 39

Active producers of brand-related content like photos and videos.

Question 40

What are Information Related Motivations?

Answer 40

Specifically observing and, to a more specific extent, acquiring knowledge, finding information in order to make a purchase and gaining inspiration.

Question 41

What is Social Interaction?

Answer 41

Users who contribute, primarily engage in brand-related activities as a result of integration and social interaction motives, with social interaction being seen as the main sub-motivation for the use of social media.

Question 42

What is Brand Engagement?

Answer 42

Engaging with the brand increases the online visibility of a brand through the dissemination of brand-related content.