Deck 3: Network Structure and Group Influences in Social Media

Question 1

______ are created,shared,and sustained by community members because they promote behavior that benefits the collective.

A)Moderators.
B)Guidelines.
C)Social norms.
D)Standards of behavior.
E)Regulations.

Answer 1

C

Question 2

Which of the following suggests that social networks will be more effective if there is a way to activate relationships among people and objects?

A)Media democratization.
B)Vertical network.
C)Social object theory.
D)Two-step flow model of influence.
E)Small-world network.

Answer 2

C

Question 3

Michelle posts a picture of her engagement ring on Facebook this past weekend and her brother,best friend,intramural volleyball teammates and many more post comments and like the picture to congratulate her.In social network terms,this exchange of pictures and comments on Facebook represents which of the following?

A)An interaction.
B)A flow.
C)Nodes.
D)Ties.
E)A meetup.

Answer 3

B

Question 4

Which of the following completes the sentence,'Members of a social network are known as ______ and are connected by their ______'.

A)maven and connections
B)norm and nodes
C)nodes and ties
D)ties and norms
E)presence and connections

Question 5

Which of the following best defines 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 that of the host or governing body.

Question 6

Which of the following terms identifies 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?

A)Open access site.
B)Influence network.
C)Online community.
D)Democracy.
E)Media democratization.

Question 7

What is another name for an online community?

A)Cyberplace.
B)Democracy.
C)Chat room.
D)Influence network.
E)Open access site.

Question 8

Which online community characteristic specifies that communities thrive on communications among members?

A)Conversations.
B)Presence.
C)Democracy.
D)Standards of behavior.
E)Level of participation.

Question 9

Social networks can be diagrammed to illustrate the interconnections of network units.LinkedIn members represent ______ who are connected via ______.

A)Ties,nodes.
B)Nodes,ties.
C)Intermediaries,links.
D)Links,intermediaries.
E)None of these.

Question 10

Which term refers to the narrow,deep focus of social networking sites that differentiate themselves because they center on some common hobby,interest,or characteristic that draws members to the site?

A)Vertical network.
B)Horizontal network.
C)Niche market.
D)Media democratization.
E)Social media presence.

Question 11

Which of the following terms represents the flows of communication that go in many directions at any point in time and often on multiple platforms of social media?

A)Media multiplexity.
B)Vertical networks.
C)Small-world network.
D)Media democratization.
E)Six degrees of separation.

Question 12

Which of the following does not represent an object?

A)URLs are objects on Diigo.
B)Dogs are objects on Dogster.
C)Secrets are objects on Whisper.
D)Places are objects on FourSquare.
E)Faces are objects on Facebook.

Question 13

Vertical networks are sites designed around object sociality.They are most comparable to ______ in the physical world.

A)Free markets.
B)Closed markets.
C)Niche-markets.
D)Mass markets.
E)Commodity markets.

Question 14

Which of the following ties the site relationships to a specific object,such as photos of people's dogs or bookmarked websites that provide details about the history of alternative music?

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

Question 15

Which of the following refers to the effect that people experience when they interact with a computer-mediated or computer-generated environment?

A)Object sociality.
B)Presence.
C)Social interconnectivity.
D)Virtual reality.
E)Indirect connections.

Question 16

Michelle has a conversation online with Mike,a prospective dating partner on Match.com.During the chat,they arrange to meet at Starbucks for coffee.In social network terms,which of the following is Michelle and Mike's online chat?

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

Question 17

Which of the following best defines 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 that of the host or governing body.

Question 18

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

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

Question 19

Which of the following completes the sentence,'A set of socially relevant nodes connected by one or more relations is a ______'.

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

Question 20

Which online community characteristic 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 21

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)?

A)Conversations.
B)Presence.
C)Democracy.
D)Standards of behavior.
E)Level of participation.

Question 22

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?

A)Maven.
B)Meme.
C)Norm.
D)Node.
E)Homophily.

Question 23

Which of the following represents the value of the brand-specific mention 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 24

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

A)Maven.
B)Connector.
C)Salesman.
D)Core tie.
E)Weak tie.

Question 25

Which type of power refers to the ability to provide others with what they desire?

A)Expert.
B)Legitimate.
C)Reward.
D)Referent.
E)Coercive.

Question 26

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

A)Lurkers.
B)Connectors.
C)Democrats.
D)Contributors.
E)Low level participants.

Question 27

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'?

A)meme
B)hashtag
C)influenced content
D)word-of-mouth content
E)none of these

Question 28

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

A)Mavens.
B)Connectors.
C)Salesmen.
D)Core ties.
E)Weak ties.

Question 29

Which type of power refers to organizational authority based on rights associated with a person's appointed position?

A)Expert.
B)Legitimate.
C)Reward.
D)Referent.
E)Coercive.

Question 30

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

A)Conversations.
B)Presence.
C)Democracy.
D)Standards of behavior.
E)Level of participation.

Question 31

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

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

Question 32

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

A)Mavens.
B)Connectors.
C)Salesmen.
D)Core ties.
E)Weak ties.

Question 33

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

A)negative,positive
B)positive,positive
C)positive,negative
D)negative,negative
E)none of these

Question 34

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?

A)The social-object theory.
B)Reputational capital.
C)Media democratization.
D)The two-step flow model of influence.
E)Ad-equivalency value.

Question 35

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

A)Norm.
B)Meetup.
C)Momentum effect.
D)Impression.
E)Presence.

Question 36

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

A)Homophily.
B)Cyberbullying.
C)Cascading.
D)Flaming.
E)Word of mouth.

Question 37

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

A)Anomies.
B)Connectors.
C)Opinion leaders.
D)Salesmen.
E)Power users.

Question 38

Which of the following best describes opinion leaders?

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

Question 39

Which type of power refers to the ability to punish others?

A)Expert.
B)Legitimate.
C)Reward.
D)Referent.
E)Coercive.

Question 40

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

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

Question 41

Which of the following best completes the following statement,'Connected ______ in a network experience ______;these are behavior-based ties such as talking with each other,attending an event together,or working together.'?

A)Nodes,flows.
B)Ties,flows.
C)Nodes,interactions.
D)Ties,interactions.
E)None of these.

Question 42

Which of the following best completes the following sentence,'When members of an online network arrange to meet in a physical location this is known as a(n)__________'.?

A)LinkedIn Event.
B)Social Meet.
C)Meetup.
D)Happening.
E)None of these.

Question 43

Which of the following best completes the following sentence,'______ refers to the deliberate provocation of conflict by posting messages that are inflammatory,controversial,insulting,and/or provocative.'?

A)Trolling.
B)Rickrolling.
C)Doxing.
D)Flaming.
E)None of these.

Question 44

Which of the following represent resources accumulated via community relationships and access to others which are 'traded' for other things?

A)Latent ties.
B)Social capital.
C)Legitimate power.
D)Network units.
E)Nodes.

Question 45

One factor that drives Facebook's success is that it allows users to share photos,live video,events,quizzes,etc.What is this exemplary of?

A)CRM.
B)Monetization.
C)Word-of-mouth communications.
D)Personal presence.
E)Social Object Theory.

Question 46

Which of the following is not an example of social capital?

A)Useful information.
B)Relationships.
C)Ability to organize groups.
D)LinkedIn connections.
E)Disconnected employee.

Question 47

Which of the following best completes the following sentence,'______ refers to posts written with all capital letters to express anger.'?

A)Trolling.
B)Rickrolling.
C)Doxing.
D)Flaming.
E)None of these.

Question 48

Which of the following characteristics does not describe an influencer?

A)Disconnected.
B)Activist.
C)Active mind.
D)Trendsetter.
E)Impact.

Question 49

Which of the following is not true of social network sites (SNS)?

A)Participants must link their SNS memberships together into a single sign on (SSO).
B)Participants have uniquely identifiable profiles that consist of user-supplied content,content provided by other users,and/or system-provided data.
C)Participants can publicly articulate connections that can be viewed and traversed by others.
D)Participants can consume,produce,and/or interact with streams of user-generated content provided by their connections on the site.
E)All are true.

Question 50

Which type of power refers to recognition of one's knowledge,skills,and ability?

A)Expert.
B)Legitimate.
C)Reward.
D)Referent.
E)Coercive.

Question 51

Which of the following completes the statement,'_______ are exchanges of resources,information,or influence among members of the network.'?

A)Interactions.
B)Nodes.
C)Ties.
D)Meetups.
E)Flows.

Question 52

When tasks are completed collaboratively by a large group of people such that the resulting value far exceeds that which could have been contributed by any single participant,this is called ______.

A)Crowdsourcing.
B)Crowdculture.
C)Intentional social action.
D)Participation.
E)None of these.

Question 53

Which of the following completes the statement,'In social media these flows of communication go in many directions at any point in time and often on many platforms - a condition we term ______.'?

A)Word-of-mouth communication.
B)Media multiplexity.
C)Social network theory.
D)Network effect.
E)None of these.

Question 54

Which of the following best completes the statement,'The ______ explains that the relative value a community offers its members is tied to its membership'?

A)Network effect.
B)Social web.
C)Network nodes.
D)Network score.
E)None of these.

Question 55

A latent tie is best exemplified by which of the following?

A)An old friend you've reconnected with.
B)A best friend.
C)Your mother.
D)A co-worker.
E)Your boss.

Question 56

Which type of power refers to authority through the motivation to identify with or please a person?

A)Expert.
B)Legitimate.
C)Reward.
D)Referent.
E)Coercive.

Question 57

Which of the following best completes the statement,'The biggest predictor of whether someone will become active in a social network space,regardless of the site's primary function,is the presence of a ______.'?

A)A strong group leader.
B)Critical mass of friends.
C)Chatbots to interact with visitors.
D)Social media marketing team.
E)None of these.

Question 58

Which of the following completes the statement,'______ is based on the shared beliefs,relationships,and actions of those in the community such that norms,behaviors,and values held and shared by individuals ultimately support a community reputation.'?

A)Social capital.
B)Social currency.
C)Reputational capital.
D)Reputational currency.
E)None of these.

Question 59

Which of the following best completes the following sentence,'______ ,a cyber offence that is illegal in the U.K. ,refers to identifying and publishing private information about someone as a form of punishment or revenge.'?

A)Trolling.
B)Rickrolling.
C)Doxing.
D)Flaming.
E)None of these.

Question 60

Which type of online community selectively allows access to only some people and may offer a high degree of social capital to the lucky few who pass the test?

A)Scale free.
B)Open access.
C)Gated.
D)Democratic.
E)Coercive.

Question 61

Which of the following best complete the statement,'WOM is especially ______ when the product is ______ in the market.'?

A)Influential,well-established.
B)Negative,familiar.
C)Uninfluential,novel.
D)Influential,novel.
E)None of these.

Question 62

In Malcolm Gladwell's popular book The Tipping Point,he posits that three factors work to "tip" a trend,in other words to ignite interest in an idea,behavior,or product.Which of the following make up the three?

A)The law of the few,stickiness,the power of context.
B)The law of the few,stickiness,the power of connections.
C)The law of the few,connections,the power of context.
D)The law of the few,connections,the power of stickiness.
E)None of these.

Question 63

Which of the following best completes the statement,'A(n)______ is an exposure to a brand via another person or social sharing.'?

A)Influence impression.
B)Word-of-mouth review.
C)Negative impression.
D)Public endorsement.
E)None of these.

Question 64

Which of the following best completes the statement,'______ proposed 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 media consumption theory.
B)The cascade theory.
C)The two-step flow model of influence.
D)The influence network theory.
E)None of these.

Question 65

Which of the following completes the statement,'If an idea is ______,this means it has memorable impact and it stays with us for a long time.'?

A)Sticky.
B)Resonating.
C)Viral.
D)Liked.
E)Supported.

Question 66

Which of the following completes the statement,'______ build influence using a self-presentation technique that involves establishing a sense of intimacy with their audiences by sharing content in one or more social communities.'?

A)Influencers.
B)Micro-celebrities.
C)Brand ambassadors.
D)Brand butlers.
E)Spokes-celebrities.

Question 67

Which of the following refers to 'the degree to which a pair of individuals is similar in terms of education,social status,and beliefs'?

A)Cascading.
B)Homophily.
C)Heterogeneity.
D)Dissonance.
E)None of these.

Question 68

Which term is used to describe 'investments that reach the target audience such as advertising and event marketing'?

A)Campaign spend.
B)Non-working spend.
C)Working spend.
D)Organic spend.
E)None of these.

Question 69

Which of the following refers to,'The value we get from maintaining relationships with latent ties.'?

A)Connected nodes.
B)Reputational capital.
C)Maintained social capital.
D)Bridging social capital.
E)None of these.

Question 70

Which term is used to describe 'any cost attributed to creating campaign assets,planning,or managing the campaign'?

A)Campaign spend.
B)Non-working spend.
C)Working spend.
D)Orgranic spend.
E)None of these.

Question 71

Which of the following refers to,'The value we get from others who provide access to places,people,or ideas we might not be able to get to on our own.'?

A)Connected nodes.
B)Reputational capital.
C)Maintained social capital.
D)Bridging social capital.
E)None of these.