MGT 103 - CH 20 EXAM QUESTIONS WITH VERIFIED SOLUTIONS LATEST UPDATE 2026
Social media - Answers online media where users submit comments, photos, and videos - often
accompanied by a feedback process to identify "popular" topics
user-generated content (UGC) or consumer-generated media (CGM);
what qualifies as UGC? - Answers the various forms of online content that are publicly available and
created by consumers or end users.
1) it is published either on a publicly accessible website or on a social media site.
2) it shows a significant degree of original or creative effort.
3) it is consumer-generated by an individual outside of a professional or commercial organization
what are the two factors marketers classify social media based on? - Answers 1) media richness,
involving the degree of acoustic, visual, and personal contact between two communication partners;
2) self-disclosure, involving any type of social interaction where individuals want to make a positive
impression to achieve a favorable image with others.
influencer marketing - Answers the practice of focusing on the identification and recruitment of
influencers to advocate a company's products, services, and brands rather than focusing exclusively
on prospective buyers
influencers are identified and recruited based on what? - Answers identified based on how many
followers (micro, macro, and mega);
recruited based on willingness and ability to effectively engage their followers with a company's
products, services, or brand.
what are two issues in influencer marketing? - Answers 1) influencers inflating their follower and like
counts to increase their compensation (these can be bought).
2) followers trust in influencers, followers have come to question influencers authenticity and
credibility.
social commerce - Answers the use of social networks in the context of e-commerce transactions
social shopping - Answers the use of social network services and websites by consumers to share
their latest purchases, deals, coupons, product reviews, want lists, and other shopping finds with
friends and contacts
social proof - Answers when people perceive themselves as similar to people around them (in their
immediate social network), they are more likely to adopt and perceive as correct the observed
behavior of these people
how can businesses use Facebook? - Answers - generate awareness for their products, services, or
brand,
- promote business through paid ads and sponsored stories
how can businesses use Instagram? - Answers - businesses can use photos/videos in "carousel ads" to
help tell a story, show how the product works,
- brand managers can have an instagram account for the business,
- use instagram's ability to direct consumers to purchase page
how can businesses use twitter? - Answers - see what twitter users are saying (good and bad) about
their brand and competitive ones,
- use videos / live features to engage users with their brand
how can businesses use youtube? - Answers - brand manager / recruited influencer can produce a
video that explains the benefits of a new/complex product,
- launching a new channel is free (the creation of the video may cost but still)
how can businesses use pinterest? - Answers - marketers can reach prospective buyers when their
product/service/brand is pinned to a pinboard
how can businesses use linkedin? - Answers - managers can join groups of professionals in
same/similar industry or w/ wimilar interests
- share job info and demonstrate an organization's capabilities
Social media - Answers online media where users submit comments, photos, and videos - often
accompanied by a feedback process to identify "popular" topics
user-generated content (UGC) or consumer-generated media (CGM);
what qualifies as UGC? - Answers the various forms of online content that are publicly available and
created by consumers or end users.
1) it is published either on a publicly accessible website or on a social media site.
2) it shows a significant degree of original or creative effort.
3) it is consumer-generated by an individual outside of a professional or commercial organization
what are the two factors marketers classify social media based on? - Answers 1) media richness,
involving the degree of acoustic, visual, and personal contact between two communication partners;
2) self-disclosure, involving any type of social interaction where individuals want to make a positive
impression to achieve a favorable image with others.
influencer marketing - Answers the practice of focusing on the identification and recruitment of
influencers to advocate a company's products, services, and brands rather than focusing exclusively
on prospective buyers
influencers are identified and recruited based on what? - Answers identified based on how many
followers (micro, macro, and mega);
recruited based on willingness and ability to effectively engage their followers with a company's
products, services, or brand.
what are two issues in influencer marketing? - Answers 1) influencers inflating their follower and like
counts to increase their compensation (these can be bought).
2) followers trust in influencers, followers have come to question influencers authenticity and
credibility.
social commerce - Answers the use of social networks in the context of e-commerce transactions
social shopping - Answers the use of social network services and websites by consumers to share
their latest purchases, deals, coupons, product reviews, want lists, and other shopping finds with
friends and contacts
social proof - Answers when people perceive themselves as similar to people around them (in their
immediate social network), they are more likely to adopt and perceive as correct the observed
behavior of these people
how can businesses use Facebook? - Answers - generate awareness for their products, services, or
brand,
- promote business through paid ads and sponsored stories
how can businesses use Instagram? - Answers - businesses can use photos/videos in "carousel ads" to
help tell a story, show how the product works,
- brand managers can have an instagram account for the business,
- use instagram's ability to direct consumers to purchase page
how can businesses use twitter? - Answers - see what twitter users are saying (good and bad) about
their brand and competitive ones,
- use videos / live features to engage users with their brand
how can businesses use youtube? - Answers - brand manager / recruited influencer can produce a
video that explains the benefits of a new/complex product,
- launching a new channel is free (the creation of the video may cost but still)
how can businesses use pinterest? - Answers - marketers can reach prospective buyers when their
product/service/brand is pinned to a pinboard
how can businesses use linkedin? - Answers - managers can join groups of professionals in
same/similar industry or w/ wimilar interests
- share job info and demonstrate an organization's capabilities
