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Exam 13: Social Media

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Question 31

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In a social network, ties can be .

A) symmetric only
B) directional only
C) neither symmetric nor directional
D) either symmetric or directional

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Question 32

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In a cluster analysis, the rows represent , and the columns represent .

A) customers, SKUs
B) SKUs, customers
C) retailers, customers
D) customers, retailers

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Question 33

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One of the strengths of Groupon is that it encourages consumers to try local services they hadn't before.

The identification of potential WOM-generators is easy because centrality indices are easy to calculate, and most of the links are connected to a large number of actors (the 20-80 rule).

In an A-B split marketing experiment, both groups are exposed to the same ad or product, and then the marketer asks each group different questions about the ad or product to study the difference in responses.

How does search engine optimization work? What do Web Analytics measure? How can brands improve their SEO?

Consumers seem to trust online recommendations.

Distributions of links in most networks follows a(n) rule.

Blogs, wikis, and lead user communities can be essential during product development to generate enthusiasm in the marketplace prior to launch.

In the pre-purchase phase, marketers want customers to be aware of their brand and consider their brand for purchase.

What does KPI stand for?

Social media facilitates word of mouth, which is very important for businesses.

What food brand solicited ideas for new flavors via videos?

The new "deal of the day" class of social media business was pioneered and is being led by which of the following?

It's impossible to create buzz for products like soap, bread, and insurance.

Recommendation agents are a boon as a systematic means of .

Customer A of Company X has purchased products 1, 2 and 3. Customer B has purchased products 1 and 2. Since Company X is using a structural equivalence network recommendation system, they will recommend to customer B to purchase product 3.

What are the 2 ways social networks are visually represented? Explain each one.

In general, social media pundits advise that any corporate postings or representations have to start by being interesting; otherwise, they won't even by read.

Customers can post complaints or positive reviews during which phase?