Deck 4: Digital Communities

Question 1

An online community is also known as a ________.

A) cyberplace
B) democracy
C) chat room
D) influence network
E) open access site

Answer 1

A

Question 2

A vertical network:

A) centers on some common hobby, interest, or characteristic that draws members to the site.
B) illustrates that most nodes in a social graph are not directly linked to one another-instead they are indirectly connected via neighbors.
C) offers a relatively small number of items to buyers who tend to be loyal to these outlets.
D) enables anyone to participate without registration or identification.
E) sets forth expectations for user behavior as well as for the host or governing body.

Answer 2

A

Question 3

A ________ would illustrate the example of Maria and Jeff being indirectly connected on LinkedIn through Jose,a co-worker of Maria and a neighbor to Jeff.

A) vertical network
B) small-world network
C) niche market
D) open access site
E) social contract

Answer 3

B

Question 4

Behavior-based ties in a social network such as talking with each other,attending an event together,or working together are called ________.

A) flows
B) meetups
C) social graphs
D) interactions
E) nodes

Question 5

A group of people who come together for a specific purpose,who are guided by community policies,and who are supported by Internet access that enables virtual communication is called a(n)________.

A) open access site
B) influence network
C) online community
D) democracy
E) media democratization

Question 6

Which of the following is a term for a relationship in a social network?

A) maven
B) norm
C) node
D) tie
E) presence

Question 7

A(n)________ is a set of socially relevant nodes connected by one or more relations.

A) niche market
B) social network
C) democracy
D) open access site
E) social contract

Question 8

________ is the extent to which an object can be shared in social media.

A) Momentum effect
B) Object sociality
C) Reputational capital
D) Legitimate power
E) Media multiplexity

Question 9

Marty chats online with Rachel,a prospective dating partner on Match.com.During the chat,they arrange to meet at Starbucks for coffee.In social network terms,Marty and Rachel are:

A) an interaction.
B) a social contract.
C) nodes.
D) ties.
E) a meetup.

Question 10

On Flickr users participate because they want to share photos.These images are the objects that give meaning to the platform and motivate people to visit.Which of the following provides the framework for explaining the function of photos in activating relationships and mediating interactions between people on Flickr?

A) media democratization
B) six degrees of separation
C) small-world network
D) two-step flow model of influence
E) social object theory

Question 11

Dogster is a ________ that has a deep focus of our canine companions.

A) vertical network
B) small-world network
C) niche market
D) open access site
E) social contract

Question 12

All of the following are primarily considered to be an online community EXCEPT:

A) Facebook.
B) LinkedIn.
C) MyLife.
D) LiveJournal.
E) YouTube.

Question 13

Which of the following is a term for a member of a social network?

A) maven
B) norm
C) node
D) tie
E) presence

Question 14

A small-world network:

A) centers on some common hobby, interest, or characteristic that draws members to the site.
B) illustrates that most nodes in a social graph are not directly linked to one another. Instead they are indirectly connected via neighbors.
C) offers a relatively small number of items to buyers who tend to be loyal to these outlets.
D) enables anyone to participate without registration or identification.
E) sets forth expectations for user behavior as well as for the host or governing body.

Question 15

The principle of six degrees of separation comes from the mathematical model known as ________.

A) media democratization
B) vertical network
C) small-world network
D) two-step flow model of influence
E) social object theory

Question 16

Marty posts and shares pictures and comments regarding his wedding on his Facebook page,where Rachel (his sister),Mark (his best friend),Laura (his boss at work),his softball teammates,and many others in his social network view and comment on them.In social network terms,the exchanges of pictures and comments on Facebook represents:

A) an interaction.
B) a social contract.
C) nodes.
D) ties.
E) a meetup.

Question 17

Marty posts and shares pictures and comments regarding his wedding on his Facebook page,where Rachel (his sister),Mark (his best friend),Laura (his boss at work),his softball teammates,and many others in his social network view and comment on them.In social network terms,Marty's relationships with Rachel,Mark,Laura,and his softball teammates are:

A) interactions..
B) flows.
C) nodes.
D) ties.
E) meetups.

Question 18

In social media flows of communication go in many directions at any point in time and often on multiple platforms-a condition termed ________.

A) media multiplexity
B) vertical networks
C) small-world network
D) media democratization
E) six degrees of separation

Question 19

Marty chats online with Rachel,a prospective dating partner on Match.com.During the chat,they arrange to meet at Starbucks for coffee.In social network terms,Marty and Rachel's encounter at Starbucks is:

A) an interaction.
B) a social contract.
C) a node.
D) a tie.
E) a meetup.

Question 20

Marty chats online with Rachel,a prospective dating partner on Match.com.During the chat,they arrange to meet at Starbucks for coffee.In social network terms,Marty and Rachel's online chat is:

A) an interaction.
B) a social contract.
C) a node.
D) a tie.
E) a meetup.

Question 21

Big-and-tall men's clothing or bicycles built for two are examples of ________.

A) vertical network items
B) small-world network items
C) niche market items
D) open access site items
E) social contract items

Question 22

The online community characteristic of ________ specifies that even though leaders emerge in online communities,the power structure of the community is decentralized and majority rule applies.

A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation

Question 23

Communicating with a friend via AIM or Facebook chat and feeling that you actually "talked" to her illustrates the online community characteristic of ________.

A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation

Question 24

In an online community,leadership comes from a person's role in the creation of the community as well as from a person's ongoing participation and the quality of the person's contributions.This illustrates the online community characteristic of ________.

A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation

Question 25

An open access site:

A) centers on some common hobby, interest, or characteristic that draws members to the site.
B) illustrates that most nodes in a social graph are not directly linked to one another-instead they are indirectly connected via neighbors.
C) offers a relatively small number of items to buyers who tend to be loyal to these outlets.
D) enables anyone to participate without registration or identification.
E) sets forth expectations for user behavior as well as for the host or governing body.

Question 26

The online community characteristic of ________ specifies that communities thrive on communications among members.

A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation

Question 27

WHEN YOUR POST CONTAINS ALL CAPITAL LETTERS TO EXPRESS YOUR ANGER,you are engaging in the practice of ________.

A) homophily
B) cyberbullying
C) cascading
D) flaming
E) word of mouth

Question 28

Second Life's virtual world community includes three-dimensional depictions of physical spaces.This illustrates the online community characteristic of ________.

A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation

Question 29

Converting lurkers into active users in an online community is related to the online community characteristic of ________.

A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation

Question 30

________ means that the members of social communities,not traditional media publishers such as magazines or newspaper companies,control the creation,delivery,and popularity of content.

A) Homophily
B) Coercive power
C) Media democratization
D) Media multiplexity
E) Scale free

Question 31

A social contract:

A) centers on some common hobby, interest, or characteristic that draws members to the site.
B) illustrates that most nodes in a social graph are not directly linked to one another-instead they are indirectly connected via neighbors.
C) offers a relatively small number of items to buyers who tend to be loyal to these outlets.
D) enables anyone to participate without registration or identification.
E) sets forth expectations for user behavior as well as for the host or governing body.

Question 32

The online community characteristic of ________ specifies that the better communities supply tangible characteristics that create the sensation of actually being in a place or that make the environment look and feel real.

A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation

Question 33

The online community characteristic of ________ 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

Question 34

The online community characteristic of ________ specifies that virtual communities need norms in order to operate.

A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation

Question 35

A niche market:

A) centers on some common hobby, interest, or characteristic that draws members to the site.
B) illustrates that most nodes in a social graph are not directly linked to one another. Instead they are indirectly connected via neighbors.
C) offers a relatively small number of items to buyers who tend to be loyal to these outlets.
D) enables anyone to participate without registration or identification.
E) sets forth expectations for user behavior as well as for the host or governing body.

Question 36

Facebook is an example of an online community that has figured out how to improve on the online community characteristic of ________; that is,members can post status updates,make comments,upload photos,share notes and links,play social games,answer quizzes,decorate their profiles,upload videos,and create events.

A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation

Question 37

Did you ever notice that as you increase the number of connections you have on Facebook,you increase the likelihood of making new connections on Facebook? This is related to the social network characteristic of being ________.

A) passion-centric
B) scale free
C) social proof
D) in a vertical network
E) in a niche market

Question 38

If a social media site starts to lose visitors it resembles a deserted mining town in The Old West-empty saloons,banks,and stores with (digital)tumbleweed blowing across the streets.This is related to the online community characteristic of ________.

A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation

Question 39

________ are rules that govern behavior.

A) Ties
B) Impressions
C) Cascades
D) Norms
E) Nodes

Question 40

If you buy an item on eBay you agree that you have entered into a legal contract to pay for it.This illustrates the online community characteristic of ________.

A) conversations
B) presence
C) democracy
D) standards of behavior
E) level of participation

Question 41

________ is product information individuals transmit to other individuals.

A) Reputational capital
B) Object sociality
C) Flaming
D) Social proof
E) Word of mouth

Question 42

Referent power refers to:

A) the ability to provide others with what they desire.
B) the ability to punish others.
C) organizational authority based on rights associated with a person's appointed position.
D) authority through the motivation to identify with or please a person.
E) recognition of one's knowledge, skills, and ability.

Question 43

People who are knowledgeable about products and whose advice others take seriously are called ________.

A) anomies
B) connectors
C) opinion leaders
D) salesmen
E) power users

Question 44

Legitimate power refers to:

A) the ability to provide others with what they desire.
B) the ability to punish others.
C) organizational authority based on rights associated with a person's appointed position.
D) authority through the motivation to identify with or please a person.
E) recognition of one's knowledge, skills, and ability.

Question 45

________ of information occur when a piece of information triggers a sequence of interactions.

A) Meetups
B) Cascades
C) Norms
D) Flows
E) Impressions

Question 46

Online ________ communities selectively allow access to only some people.

A) scale free
B) open access
C) gated
D) democratic
E) coercive

Question 47

Reward power refers to:

A) the ability to provide others with what they desire.
B) the ability to punish others.
C) organizational authority based on rights associated with a person's appointed position.
D) authority through the motivation to identify with or please a person.
E) recognition of one's knowledge, skills, and ability.

Question 48

A ________ is a snippet of cultural information that spreads person to person until eventually it enters the general consciousness.

A) maven
B) meme
C) norm
D) node
E) homophily

Question 49

Which of the following is a characteristic of an influencer (aka power user)?

A) activist
B) connected
C) active mind
D) trendsetter
E) All of the above

Question 50

Bonding social capital is based on ________.

A) reputational support
B) financial support
C) emotional support
D) access to places, people, or ideas
E) exclusivity

Question 51

Consumers weigh negative word of mouth ________ they do positive comments.

A) more heavily than
B) less heavily than
C) the same as
D) The answer above depends on the type of product
E) The answer above depends on the type of company

Question 52

Expert power refers to:

A) the ability to provide others with what they desire.
B) the ability to punish others.
C) organizational authority based on rights associated with a person's appointed position.
D) authority through the motivation to identify with or please a person.
E) recognition of one's knowledge, skills, and ability.

Question 53

Coercive power refers to:

A) the ability to provide others with what they desire.
B) the ability to punish others.
C) organizational authority based on rights associated with a person's appointed position.
D) authority through the motivation to identify with or please a person.
E) )recognition of one's knowledge, skills, and ability

Question 54

Which of the following is an example of social capital?

A) useful information
B) relationships
C) ability to organize groups
D) employment connections
E) All of the above

Question 55

Bridging social capital is based on ________.

A) reputational support
B) financial support
C) emotional support
D) access to places, people, or ideas
E) exclusivity

Question 56

________ 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

Question 57

When the TV show The Apprentice caught fire a few years ago,its trademark term "You're fired!" made the rounds very quickly.This trademark term can be labeled as a ________.

A) maven
B) meme
C) norm
D) node
E) homophily

Question 58

Resources accumulated via community relationships and access to others which are "traded" for other things are called ________.

A) latent ties
B) social capital
C) legitimate power
D) network units
E) nodes

Question 59

Opinion leaders:

A) tend to be similar to the consumer in terms of their values and beliefs, so they possess referent power.
B) are more convincing to the extent that they are homophilous rather than heterophilous.
C) tend to be slightly higher in terms of status and educational attainment than those they influence.
D) are often among the first to buy new products, so they absorb much of the risk.
E) All of the above

Question 60

Opinion leaders:

A) are technically competent so they possess expert power.
B) prescreen, evaluate, and synthesize product information in an unbiased way, so they possess knowledge power.
C) are socially active and highly interconnected in their communities.
D) are likely to hold positions of leadership.
E) All of the above

Question 61

Online communities use reputational capital to induce people to join.

Question 62

Malcolm Gladwell defines ________ as people who influence others with their natural persuasive power.

A) mavens
B) connectors
C) salesmen
D) core ties
E) weak ties

Question 63

Elizabeth is the kind of person that knows many more people than you or I know and communicates with them much more than you or I communicate with the people that we know.Malcolm Gladwell identifies Elizabeth as a ________.

A) maven
B) connector
C) salesman
D) core tie
E) weak tie

Question 64

Which of the following is most likely an example of a latent tie?

A) an old high school friend with which we've lost touch
B) a best friend
C) our mother
D) a co-worker
E) your boss

Question 65

An example of a passion-centric SNS would be one focused on the finer details of Star Wars characters.

Question 66

Online gated communities allow wide access to many people.

Question 67

All social communities are social networks.

Question 68

Stopping for a red traffic light is an example of a norm.

Question 69

Your friend who has a reputation for being stylish,and who spends his free time reading Gentleman's Quarterly and shopping at trendy boutiques,is an example of an opinion leader.

Question 70

The following question relates to the concept of ________: What would the value of the brand-specific mention be if it had come 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

Question 71

A(n)________ refers to a view or an exposure to an advertising message.

A) norm
B) meetup
C) momentum effect
D) impression
E) presence

Question 72

Which of the following is the biggest predictor of whether someone will become active in a social network space?

A) The site's primary function.
B) The presence of a critical mass of friends.
C) The site's content.
D) The brands discussed on the site.
E) None of the above

Question 73

Your level of SNS activity is based on:

A) a mix of the people with whom you are connected.
B) the content you produce on the site.
C) the feedback you receive from others.
D) the distribution of content and feedback throughout the network.
E) All of the above

Question 74

If a brand is well-liked,relevant,and buzz-worthy,the media value originating from nonpaid,word-of-mouth referrals for the brand can be enormous.This is the essence of the ________.

A) momentum effect
B) cyberplace
C) online gated community
D) media democratization
E) niche market

Question 75

"Exclusive" dating sites such as hotenough.org that weed out unattractive people are examples of online gated communities.

Question 76

Online communities develop their own cultures.

Question 77

Your mother is an example of a node in your social network.

Question 78

Morpace,a market research firm,surveyed Facebook users and found that 68 percent were more likely to buy a product or visit a retailer after seeing a referral from a friend.Which of the following concepts is at work in this example?

A) media multiplexity
B) social proof
C) two-step flow model of influence
D) social object theory
E) social contract

Question 79

Malcolm Gladwell defines ________ as people who are knowledgeable about many things.

A) mavens
B) connectors
C) salesmen
D) core ties
E) weak ties

Question 80

LinkedIn is an example of an online community.