Question 1

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as

Accepted Answer

Media richness theory suggests that the degree of acoustic, visual, and personal contact between two communication partners determines the richness of the communication medium. Therefore, the correct answer is media richness. Options A, B, C, and E may relate to social media but do not specifically refer to the degree of contact between communication partners.

Question 2

In classifying social media, self-disclosure is

Accepted Answer

Self-disclosure refers to the degree to which a person's thoughts, feelings, likes, and dislikes are shared when engaged in a social interaction. This is a key factor in classifying social media as it impacts the type and depth of interactions that occur on these platforms.

Question 3

Brand managers use both traditional and social media to promote and advertise their products. Traditional media ________ while social media ________.

Accepted Answer

Traditional media such as television and radio ads typically require a longer production process and often involve a team of specialists, while social media can be produced quickly and inexpensively by an individual.

Question 4

Which social network has found a niche in helping small business networks reach potential customers, as well as filling its traditional role of connecting job seekers and jobs?

Accepted Answer

LinkedIn is known for connecting job seekers with employers and has also become a platform for small businesses to network and reach potential customers.

Question 5

In social interactions, a favorable image is affected by the degree of self-disclosure of a person's thoughts, feelings, likes, and dislikes. Greater self-disclosure is likely to ________ one's influence on those reached.

Accepted Answer

Greater self-disclosure is likely to increase one's influence on those reached. This is because self-disclosure leads to increased trust and closeness in relationships, which in turn can increase the persuasive power of the individual. By revealing personal thoughts and feelings, the person is seen as more authentic and sincere, which enhances their credibility and therefore influence.

Question 6

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as ________, whereas the degree to which a person's thoughts, feelings, likes, and dislikes are made public is referred to as ________.

Accepted Answer

The answer of In classifying social media, the degree of...

Question 7

Each of the following are the four widely used social networks discussed in the textbook based on their impact to both consumers and organizations except which?

Accepted Answer

Instagram is not mentioned as one of the four widely used social networks in the textbook based on their impact to both consumers and organizations.

Question 8

The practice of focusing on the identification and recruitment of individuals to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers is referred to as

Accepted Answer

The practice described in the question is influencer marketing. This type of marketing focuses on identifying individuals who have a large following on social media or in a particular community and enlisting them to promote a company's products, services, or brand to their audience. This can be a more effective approach than traditional marketing tactics because consumers are more likely to trust recommendations from someone they follow and admire, rather than from a company directly.

Question 9

Facebook continues to enhance its capabilities; it recently acquired

Accepted Answer

Facebook recently acquired Oculus, a virtual reality company, in order to expand their capabilities in this growing market.

Question 10

Figure 17-1
-One dimension, ________, is used to classify social media and is shown in Figure 17-1 above on the -axis, ranging from "words" to "animation."

Accepted Answer

Media richness is the dimension used to classify social media, ranging from "words" to "animation," indicating the level of detail and sensory engagement provided by the medium.

Question 11

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure

Accepted Answer

As the content becomes more personal, individuals tend to disclose more about themselves, thereby increasing the level of self-disclosure. This can also lead to building stronger connections with the audience, as well as increasing the authenticity and relatability of the content.

Question 12

Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But with social media, credibility can be established by

Accepted Answer

Simply participating in the conversation with a quality message is the best way to establish credibility on social media. Providing valuable insights and expertise can help establish oneself as an influencer. The other options listed may not necessarily help establish credibility and can even be detrimental in some cases (such as using Wikipedia as a source).

Question 13

As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site

Accepted Answer

As the website shifts from words to photos, videos, and animations, the site's media richness increases. This is because photos, videos, and animations have a higher degree of sensory stimuli, which makes the website more immersive and engaging for visitors.

Question 14

Figure 17-1
-One dimension, ________, is used to classify social media and is shown in Figure 17-1 above on the -axis, ranging from "impersonal" to "very personal."

Accepted Answer

The answer of  Figure 17-1
-One dimension, ________, is used...

Question 15

All of the following are differences between social and traditional media except which?

Accepted Answer

Both social and traditional media have the ability to reach a mass or specialized market segment, so this is not a difference between them.

Question 16

In classifying social media, media richness is ________, whereas self-disclosure is ________.

Accepted Answer

Media richness refers to the degree of acoustic, visual, and personal contact between two communication partners. Self-disclosure, on the other hand, refers to the degree to which a person's thoughts, feelings, likes, and dislikes are made public.

Question 17

While both traditional media and social media can reach either a large audience or a niche audience, social media are different from traditional media because

Accepted Answer

Traditional media, such as television or print, often require a team of professionals with specialized technical skills to create and publish content. Social media, on the other hand, can be created and published by individuals or small groups with minimal technical skills.

Question 18

Media richness is ________ in face-to-face communication than in telephone or email communications.

Accepted Answer

Media richness refers to the ability of a communication channel to convey rich, complex information. Face-to-face communication is generally considered the richest form of communication because it allows for nonverbal cues, immediate feedback, and personal interaction. Telephone and email communications have lower media richness because they lack these nonverbal cues and personal interaction.

Question 19

Which of the following is most accurate in describing influencer marketing?

Accepted Answer

Influencer marketing is based on the concept of personal influence, where influencers leverage their authority, knowledge, or relationship with their audience to affect purchasing decisions.

Question 20

In what way are traditional and social media similar?

Accepted Answer

Both traditional and social media have the ability to reach either a large or niche audience. Traditional media, such as television and newspapers, have the potential to reach a broad audience while social media platforms allow for targeting specific demographics and interests.

Quiz 17: Using Social Media and Mobile Marketing to Connect With Consumers