Week3 Flashcards
What are the two types of word of mouth recommendation?
- Reviews and buzz
- Reviews and advocacy
- Ratings and transmissions
- Advocacy and links
Reviews and advocacy
If you share a popular meme about a movie on your Facebook page, what kind of word of mouth are you engaging in?
- Advocacy
- Traditional
- Buzz
- Ambassadorship
Buzz
Which of the following can be a motivation for engaging in word of mouth recommendation?
- Sentimentality
- Situational engagement
- Trolling
- Altruism
Altruism
Which of the following can be a motivation for engaging in word of mouth transmission?
- Situational engagement
- Altruism
- Sentimentality
- Trolling
Situational engagement
eWOM variance refers to which of the following?
- Mixed emotional tone within a single message
- The varied backgrounds of consumers sharing online word of mouth
- The heterogeneity of consumer opinions
- The variety of purchase decisions for which consumers seek online word of mouth
The heterogeneity of consumer opinions
In what way do reviews and ratings differ from buzz?
- They are a form of traditional word of mouth
- They create awareness
- They only appear on e-commerce platforms
- They are consulted closer to the actual purchase decision
They are consulted closer to the actual purchase decision
Your new website is not e-commerce enabled. What advantages can you get from including reviews and ratings?
- Your website will have new content on an ongoing basis
- Higher page ranking for search engine purposes
- Providing credible information can encourage sales, even if via other platforms
- All of the above
All of the above
Which electronic word of mouth metric has the highest influence on sales?
- Volume
- Variance
- Valence
- Sentiment
Volume
If you want to leverage the influence of mavens, what should you do during a product-related event?
- Give them free merchandise
- Tell them what to write
- Leave plenty of time for tweeting, live-blogging and photo-sharing
- Feature lots of celebrities
Leave plenty of time for tweeting, live-blogging and photo-sharing
From an ethical standpoint, what should your influencers do?
- State their honest opinion
- Disclose the relationship
- Disclose if they receive free products from you
- All of the above
All of the above
Your company markets kitchen gadgets and is about to seed a new product with various social influencers. What would you recommend that a fitness blogger do when posting about your product?
- Share selfies of herself and her friends using your product to make gourmet dinners
- Write a technical review of your product and emphasize how useful it is for making baked goods and desserts
- Use your own pre-developed content about the product
- Emphasize how the product allows her to create nutritious post-workout meals
Emphasize how the product allows her to create nutritious post-workout meals
You’ve decided to feature vloggers on your fashion label’s Youtube channel. Which of the following would NOT be a good idea?
- Provide them with samples of new fashions so that they can discuss them
- Choose unknown people who can become influential by being featured on your channel
- Make sure influencers fit with your brand
- Leave vloggers free to produce content and incorporate your designs into it as they see fit
Choose unknown people who can become influential by being featured on your channel
What should you AVOID doing on social media when you are faced with a social media crisis?
- Track whether the negative sentiment towards your brand is increasing
- Track on which platforms negative buzz is strongest
- Be part of the conversation as soon as possible
- Take care of the service failure before taking care of the social media crisis
Take care of the service failure before taking care of the social media crisis
When faced with a social media crisis should you react to everybody publicly?
- Yes, you should do your best to reply to as many commenters as possible
- No, you should focus on the people who want to get their point across by talking negatively about you
- No, you better focus your attention to people who are open to hear your side of the story
- No, you better focus your attention on replying to journalists
No, you better focus your attention to people who are open to hear your side of the story
You are faced with a social media crisis due to a service failure and the CEO of your company wants to post a public reaction. What is the best format to reduce negative sentiment towards your brand?
- Analytical denial
- Analytical apology
- Narrative apology
- Narrative denial
Narrative apology
Which of the following causes of social media crisis lies outside the company and can be easily remedied?
- Illiteracy
- Detractors
- Service failure
- Trolls
Trolls
Imagine that you are planning a social media marketing campaign for a makeup and cosmetics brand that focuses on organic and sustainable products. Which of the following approaches would be best for you?
- Run a promotion related to an upcoming football tournament
- Create a hashtag through which your consumers can share photos and talk about their experiences using your products
- Use bright fluorescent coloring in your promotional material to draw attention
- Hijack a hashtag related to a trending political controversy
Create a hashtag through which your consumers can share photos and talk about their experiences using your products
If you go see a new movie and later write a review about it, what kind of word of mouth are you engaging in?
- Transmission
- Recommendation
- Advocacy
- Buzz
Recommendation
Which of the following is NOT an explanation of why people share online content?
- Social comparing
- Social co-creating
- Expressing belonging
- Sense-making
Social co-creating
Why is it relevant to include reviews and ratings on your website?
- Reviews and ratings increase the time that consumers spent on your site
- Reviews and ratings give the impression that your product is reliable
- Reviews and ratings reduce cognitive dissonance
- Reviews and ratings augment the probability that consumers will purchase from your site
Reviews and ratings augment the probability that consumers will purchase from your site
Which of the following is NOT a reason for consumers’ use of reviews and ratings when making purchase decisions?
- They’re more useful than information provided by family and friends
- They can help differentiate between similar options in the marketplace
- They offer insight into possible risks and drawbacks
- They’re a form of social proof regarding product quality
They’re more useful than information provided by family and friends
What differentiates connectors from other types of consumers?
- They are very knowledgeable
- They are active on many different social media platforms
- They know a lot of different people
- They know a lot of similar people
They know a lot of different people
Imagine that you work for a digital publisher that sends advance readers’ copies of books to bloggers. What should you NOT do?
- Requiring that bloggers keep the review positive
- Asking bloggers to disclose who they are
- Providing sample language to be used in a review
- Asking bloggers to disclose that a book was provided for free
Requiring that bloggers keep the review positive
What resource can you use to detect negative buzz involving your brand early?
- Free social media tracking tools
- Paid social media tracking tools
- Employees
- All of the above
All of the above
Which of the following suggests that there may be a problem with an automated reply system on social media?
- A hashtag related to your company
- Conversations start to have a rapidly increasing number of posters
- Increased traffic on your website
- Many negative reviews on your website
Conversations start to have a rapidly increasing number of posters
What is the best way to engage with detractors on social media and reduce tension?
- Patiently explain to them why they are wrong
- Engage in conversation on neutral terrain
- Block them from commenting on your accounts
- Ignore them
Engage in conversation on neutral terrain
