Question 1

Which of the following are the largest segment of social media participants?
A)Attention seekers.
B)Devotees.
C)Entertainment chasers.
D)Connection seekers.
E)Spectators.

Accepted Answer

Connection seekers are the largest segment of social media participants because they use social media to connect with friends and family, share experiences, and build relationships.

Question 2

Which impulse represents the feeding of one's own ego?
A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Accepted Answer

Validation is the impulse that represents the feeding of one's own ego. Seeking validation from others can make us feel appreciated, accepted, and respected, which can boost our ego and sense of self-worth.

Question 3

Which of the following completes the sentence,'______ is the sense of relief we feel from knowing others in our network are accessible'?
A)Contact comfort.
B)Immediate altruistic response.
C)Social media addiction.
D)Prurient impulse.
E)Validation impulse.

Accepted Answer

Contact comfort is the sense of relief and security that comes from being in contact with and knowing others in our social network are accessible. This term is often used in developmental psychology to describe the attachment between infants and caregivers.

Question 4

Which of the following terms describes the extent to which worries about sharing too much information impact our online behavior is known?
A)Privacy salience.
B)Privacy paradox.
C)Social privacy.
D)Social identity.
E)None of the above.

Accepted Answer

The term that describes the extent to which worries about sharing too much information impact our online behavior is called privacy salience. It refers to the awareness or consciousness of individuals about their privacy when engaging in online activities. The level of privacy salience can affect how and what kind of information people share online. The other options, such as privacy paradox, social privacy, and social identity, do not describe this specific concept.

Question 5

Which of the following are ideal brand ambassadors?
A)Attention seekers.
B)Devotees.
C)Entertainment chasers.
D)Connection seekers.
E)Spectators.

Accepted Answer

Devotees, or loyal fans of a brand, are ideal brand ambassadors because they are passionate about the brand and are more likely to share positive experiences and recommendations to others. Attention seekers, entertainment chasers, connection seekers, and spectators may not have the same level of loyalty or passion for the brand, and therefore may not be as effective as brand ambassadors.

Question 6

When you attempt to use social media to earn worldwide fame,which impulse are you responding to?
A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Accepted Answer

Seeking worldwide fame through social media is often driven by a need for validation, to gain recognition and acceptance from a large audience. This can include a desire for likes, comments, shares, and followers, which serve as external indicators of popularity and success.

Question 7

People's willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection is also known as which of the following?
A)Privacy salience.
B)Privacy paradox.
C)Social privacy.
D)Social identity.
E)None of the above.

Accepted Answer

The phenomenon of people being willing to disclose personal information in social media despite expressing high levels of concern for privacy protection is known as the Privacy Paradox.

Question 8

Which type of impulse represents an acknowledgment of a liking and/or relationship with individuals and reference groups?
A)Validation.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Accepted Answer

Affinity is a feeling of liking or attraction towards someone or something. It represents the impulse of acknowledging a liking and/or relationship with individuals and reference groups. Validation refers to the need for approval or recognition, altruistic impulse is about helping others without expecting anything in return, immediacy is the need for instant gratification, and prurient impulse is related to sexual desire or interest.

Question 9

One of the most important motives for brands to acknowledge is when people ask,'What's in it for me?' What type of impulse does this best describe?
A)Validation.
B)Altruistic.
C)Immediacy.
D)Personal utility.
E)Affinity.

Accepted Answer

This best describes the personal utility motive, as people are wondering what benefits or advantages they can receive from the brand or product. They are looking for something that serves their personal needs or interests.

Question 10

The portrait that marketers paint of you when they assess the image and perception you portray of yourself on social media is known as which of the following?
A)Personal utility impulse.
B)Social footprint.
C)Social personality.
D)Social identity.
E)Social profile.

Accepted Answer

The portrait that marketers paint of you when assessing the image and perception you portray of yourself on social media is known as your social identity. This is how you present yourself online and how others perceive you based on your online activity.

Question 11

Which of the following represents the natural drive to feel a sense of psychological closeness to others without delay and a sense of relief from knowing others in our network are accessible?
A)Validation and immediacy.
B)Altruistic and immediacy.
C)Contact comfort and immediacy.
D)Prurient and contact comfort.
E)Affinity and validation.

Accepted Answer

Contact comfort refers to the innate human need for physical closeness and contact with others to feel secure and comforted. Immediacy refers to the desire to have access to others when needed, without delay. Therefore, option C represents the natural drive to have psychological closeness with others without delay, and a sense of relief from knowing others in our network are accessible. The other options either do not fully capture the concept or are not relevant.

Question 12

Which of the follow categorizes social media user types according to their degree of social media consumption and creation?
A)The Social Consumption/Creation Matrix.
B)The Social Creation/Consumption Framework.
C)The Technographic Matrix.
D)The Technographic Framework.
E)None of the above.

Accepted Answer

The Social Consumption/Creation Matrix categorizes social media user types according to their degree of social media consumption and creation.

Question 13

Which of the following completes the statement,'______ are motivated by the validation impulse,while ______ are motivated by the affinity impulse.' ?
A)Devotees,entertainment chasers.
B)Connection seekers,attention seekers.
C)Entertainment chasers,connection seekers.
D)Connection seekers,devotees.
E)Attention seekers,connection seekers.

Accepted Answer

Attention seekers are motivated by the validation impulse, seeking approval and recognition from others, while connection seekers are motivated by the affinity impulse, desiring to form meaningful relationships and connections.

Question 14

Sally keeps checking for a response after replying to her boyfriend's message.What type of impulse is she responding to?
A)Validation.
B)Altruistic.
C)Immediacy.
D)Personal utility.
E)Affinity.

Accepted Answer

Sally is responding to the impulse of immediacy, which is the need to receive or respond to a message quickly. She is eagerly waiting for her boyfriend's response and checking repeatedly to see if he has replied yet.

Question 15

Which type of impulse are you responding to when you 'follow' people on Twitter and visit their profiles?
A)Validation.
B)Personal utility.
C)Immediacy.
D)Prurient.
E)Affinity.

Accepted Answer

Following people on Twitter and visiting their profiles often stems from a prurient impulse, which is driven by curiosity about others' lives and activities.

Question 16

Rachel has decided to quit social media due to increasing privacy concerns and social media fatigue.She deletes all of her social media posts and profiles including Facebook,Twitter,and LinkedIn.What term best describes her actions?
A)Lifestream closure.
B)Social identity suicide.
C)Internalization.
D)Social media review.
E)Social data revocation.

Accepted Answer

Rachel's actions best describe social identity suicide, which refers to the deliberate and permanent deletion of one's social media profiles and all associated content.

Question 17

Which of the following have large networks,high social capital,and the ability to create and promote social content?
A)Attention seekers.
B)Devotees.
C)Entertainment chasers.
D)Connection seekers.
E)Spectators.

Accepted Answer

The answer of Which of the following have large networks,high...

Question 18

Which type of impulse represents participation in social media as a way to 'pay it forward'?
A)Personal utility.
B)Altruistic.
C)Immediacy.
D)Prurient.
E)Affinity.

Accepted Answer

The altruistic impulse is defined as acting out of concern for the well-being of others, without regard to one's own self-interest. Choosing to participate in social media as a way to "pay it forward" fits this definition, as it involves helping or sharing with others without expecting any personal gain in return.

Question 19

Which of the following are characterized by a low level of both creation and consumption,and are considered passive users with short attention spans?
A)Attention seekers.
B)Devotees.
C)Entertainment chasers.
D)Connection seekers.
E)Spectators.

Accepted Answer

The answer of Which of the following are characterized by...

Question 20

Which of the following completes the statement '______ of social media content is the most prevalent activity but must be served by the more taxing ______ of content.'?
A)Creation,distribution.
B)Consumption,creation.
C)Distribution,creation.
D)Creation,consumption.
E)Distribution,consumption.

Accepted Answer

The sentence is discussing the most prevalent activity in social media, which is consuming content, but also acknowledging that creating content is more taxing. Therefore, the two options that make sense are consumption and creation, with consumption being the more prevalent and creation being the more taxing. Choice B matches this explanation.

Quiz 2: Social Consumers

Which of the following are the largest segment of social media participants?

Which impulse represents the feeding of one's own ego?

Which of the following completes the sentence,'______ is the sense of relief we feel from knowing others in our network are accessible'?

Which of the following terms describes the extent to which worries about sharing too much information impact our online behavior is known?

Which of the following are ideal brand ambassadors?

When you attempt to use social media to earn worldwide fame,which impulse are you responding to?

People's willingness to disclose personal information in social media channels despite expressing high levels of concern for privacy protection is also known as which of the following?

Which type of impulse represents an acknowledgment of a liking and/or relationship with individuals and reference groups?

One of the most important motives for brands to acknowledge is when people ask,'What's in it for me?' What type of impulse does this best describe?

The portrait that marketers paint of you when they assess the image and perception you portray of yourself on social media is known as which of the following?

Which of the following represents the natural drive to feel a sense of psychological closeness to others without delay and a sense of relief from knowing others in our network are accessible?

Which of the follow categorizes social media user types according to their degree of social media consumption and creation?

Which of the following completes the statement,' are motivated by the validation impulse,while are motivated by the affinity impulse.' ?

Sally keeps checking for a response after replying to her boyfriend's message.What type of impulse is she responding to?

Which type of impulse are you responding to when you 'follow' people on Twitter and visit their profiles?

Rachel has decided to quit social media due to increasing privacy concerns and social media fatigue.She deletes all of her social media posts and profiles including Facebook,Twitter,and LinkedIn.What term best describes her actions?

Which of the following have large networks,high social capital,and the ability to create and promote social content?

Which type of impulse represents participation in social media as a way to 'pay it forward'?

Which of the following are characterized by a low level of both creation and consumption,and are considered passive users with short attention spans?

Which of the following completes the statement ' of social media content is the most prevalent activity but must be served by the more taxing of content.'?