Deck 4: Digital Communities

Question 1

What is another name for an online community?

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

Answer 1

A
Explanation: A)One social scientist refers to an online community as a cyberplace where 'people connect online with kindred spirits,engage in supportive and sociable relationships with them,and imbue their activity online with meaning,belonging,and identity'.

Question 2

Which of the following represents the mathematical model for which the principal of six degrees of separation was born?

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

Answer 2

C
Explanation: C)Six degrees of separation is an observation that everyone is connected to everyone else by no more than six ties.A small-world network would illustrate the example of Maria and Jeff being indirectly connected on LinkedIn through Jose,a co-worker of Maria and a neighbor to Jeff.

Question 3

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.

Answer 3

A
Explanation: A)In social media these flows of communication go in many directions at any point in time and often on multiple platforms,a condition we term 'media multiplexity'.

Question 4

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 5

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 6

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 7

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 8

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 9

Which online community characteristic specifies that even though leaders emerge in online communities,the power structure of the community is decentralized and majority rule applies?

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

Question 10

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 11

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 12

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 13

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 14

In which of the following online communities does leadership come from a person's role in the creation of the community,as well as from a person's ongoing participation and the quality of the person's contributions?

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

Question 15

Which of the following would illustrate the example of Michelle and Mike being indirectly connected on LinkedIn through John,a co-worker of Michelle and a neighbor to Mike?

A)Vertical network.
B)Small-world network.
C)Niche market.
D)Open access site.
E)Social contract.

Question 16

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.

Question 17

Which of the following means that the members of social communities,not traditional media publishers such as magazines or newspaper companies,control the creation,delivery,and popularity of content?

A)Homophily.
B)Coercive power.
C)Media democratization.
D)Media multiplexity.
E)Scale free.

Question 18

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 19

Which of the following is not considered to be an online community?

A)Qzone.
B)LinkedIn.
C)Google+.
D)WhatsApp.
E)YouTube.

Question 20

Which of the following defines a small-world network?

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 21

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 22

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 23

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 24

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 25

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 26

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 the above

Question 27

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 28

Recognizing the ease and speed with which people share brand experiences,recommendations,and product-related opinions with others online,both negative and positive,led marketers to invent which of the following phrases?

A)Word of mouse.
B)'What Does the Fox Say?'
C)Word of mouth.
D)Ad equivalency value.
E)None of the above.

Question 29

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 30

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 31

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 32

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 33

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 34

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 the above.

Question 35

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 the above

Question 36

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

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

Question 37

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 38

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 39

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 40

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 41

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 42

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 43

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 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

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 46

Which of the following characteristics does not describe an influencer?

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

Question 47

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 48

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

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

Question 49

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 50

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.