Question 1

Word of mouth is not particularly powerful when the consumer is relatively unfamiliar with the product category.

Accepted Answer

A) True 
 B)False

Question 2

Online communities develop their own cultures.

Accepted Answer

A) True 
 B)False

Question 3

A vertical network:

Accepted Answer

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 4

Not all social communities have influencers.

Accepted Answer

A) True 
 B)False

Question 5

Core ties and significant ties are synonymous,describing our very close relationships to people in our social network.

Accepted Answer

A) True 
 B)False

Question 6

A social contract:

Accepted Answer

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 7

Online communities use reputational capital to induce people to join.

Accepted Answer

A) True 
 B)False

Question 8

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?

Accepted Answer

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

Question 9

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

Accepted Answer

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

Question 10

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

Accepted Answer

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 11

An online community is also known as a ________.

Accepted Answer

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

Question 12

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 ________.

Accepted Answer

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

Question 13

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)________.

Accepted Answer

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

Question 14

Reflect on the concept of anomie and how it applies to our increasing use of social media as a society.

Accepted Answer

The answer of Reflect on the concept of anomie and...

Question 15

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

Accepted Answer

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

Question 16

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

Accepted Answer

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

Question 17

Reflect on why word of mouth influences two-thirds of all consumer goods sales.

Accepted Answer

The answer of Reflect on why word of mouth influences...

Question 18

Answer: Every community has a culture that includes shared knowledge, myths, norms, and language. We see evidence of community culture in the memes that evolve within the community. A meme is a snippet of cultural information that spreads person to person until eventually it enters the general consciousness. These snippets may include songs, phrases, ideas, slang words, fashion trends, or shared behaviors.in the textbook describes how to create a Facebook meme.
-Reflect on opinion leaders that you personally know and why they are valuable.

Accepted Answer

The answer of Answer: Every community has a culture that...

Question 19

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

Accepted Answer

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 20

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

Accepted Answer

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

Exam 4: Digital Communities

Word of mouth is not particularly powerful when the consumer is relatively unfamiliar with the product category.

Online communities develop their own cultures.

A vertical network:

Not all social communities have influencers.

Core ties and significant ties are synonymous,describing our very close relationships to people in our social network.

A social contract:

Online communities use reputational capital to induce people to join.

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?

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

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

An online community is also known as a ________.

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 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) ________.

Reflect on the concept of anomie and how it applies to our increasing use of social media as a society.

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

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

Reflect on why word of mouth influences two-thirds of all consumer goods sales.

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

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