Exam 14: Social Networking and Communications

As firms shift marketing budgets from traditional advertising (whose effect on sales is relatively easy to quantify)to social media, there is a stronger need to measure the effect of online approaches on profits and marketing performance

Continuous scanning helps a firm to deal proactively with emergent news stories that can harm the firm's good name.

Individualist cultures are more likely than collectivist cultures to value brand-oriented interactions available through social media.

Fearing the dissemination of content offensive to authorities, the _________ government has historically blocked Western social media sites, such as Facebook, YouTube and Wordpress.

Which of the following is a challenge associated with social media?

To ensure social media success in international marketing, marketers should use mass media techniques rather than customising messages to the audience.

Which of the following is a drawback of using social media?

Which of the following is a strategy that firms should follow to maximise the effectiveness of social media in international marketing?

The digital divide affects developed economies the most.

Which of the following statements is incorrect?

Which of the following is true of social media?

Offering coupons online increases the costs of development, distribution and database creation.

Which of the following is an example of social contagion?

In India, 40 per cent of internet users create some form of online content, whether posting entries at fan sites, editing videos or interacting with blogs.This is an example of:

Which of the following reasons was not listed as the top reasons for following or liking a particular brand or firm on social networking sites?

Which of the following is a disadvantage of using social media?