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THE UNIVERSITY OF NEW SOUTH WALES SCHOOL OF INFORMATION SYSTEMS AND TECHNOLOGY MANAGEMENT TERM 2 2022 INFS5730: SOCIAL MEDIA AND ENTERPRISE 2.0 FINAL EXAMINATION

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THE UNIVERSITY OF NEW SOUTH WALES SCHOOL OF INFORMATION SYSTEMS AND TECHNOLOGY MANAGEMENT TERM 2 2022 INFS5730: SOCIAL MEDIA AND ENTERPRISE 2.0 FINAL EXAMINATION QUESTION 1 50 MARKS Bayerische Motoren Werke AG, commonly referred to as BMW, is a German multinational manufacturer of luxury vehicles and motorcycles headquartered in Munich, Bavaria, Germany. BMW has a long tradition of following a clear naming convention for its BWM series 1 to 8 car models. The goal is to make model names understandable for customers across the globe. A BWM series 1 to 8 model name, such as: M135i xDrive Hatch would consist of the following: • An optional prefix letter, "M", stands for the BMW Motorsport division that typically applies to a performance variant of a model. • A three-digit combination such as: o The first digit stands for the segment or model series (1 to 8). Larger oddnumbered series mean a bigger car (typically, series 1 and 3 are smallsize models, series 5 are mid-size models, and series 7 are large-size models). Even-numbered series tend to be body style variants of the previous series. o The two digits that come next, i.e. the 35 in the M135 indicate the engine performance. They used to indicate the displacement of the engine (e.g. 30 for a 3.0-liter engine displacement). Today, they indicate the engine’s performance in kilowatts (kW), or its "virtual displacement". A vehicle with the number 45 has a performance between 300 and 350 kW. With the universal launch of turbo, hybrid and electric engines, BMW has continued the stringent application of its naming convention. • A lowercase letter that stands for the drive technology. Gasoline-powered cars (injection vehicles) bear an “i”, and diesel engines have a “d”. An e in the model name means that it is a plug-in hybrid, as with our BMW 745e. • All-wheel drive vehicles have xDrive attached to their name (e.g. M135i xDrive). • The last part of the model name includes the body style, including "Hatch", "Coupé", "Gran Coupé", "Convertible" or "Sedan" (e.g. M135i xDrive Hatch). BMW has a strong presence on social media and collects customer feedback about its car models from comments on its posts. Feedback can be praises or complaints that typically mention the model name following the convention described above. You are hired as a junior data analyst to help analyse customer feedback on social media. QUESTION 2 26 MARKS BMW has been a leading producer of luxury and state-of-the-art vehicles for many years. It has developed a strong presence on social media (e.g., Facebook, Twitter, Instagram) to inspire consumers and “enlarge the upper sales funnel - meaning it is now also creating content around lifestyle, design, innovation and fashion” (Asena Arica, 24 January 2020). To actively engage its customers and boost product sales, BMW has leveraged various social commerce features, as illustrated in Figure 1 and Figure 2.

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THE UNIVERSITY OF NEW SOUTH WALES
SCHOOL OF INFORMATION SYSTEMS AND TECHNOLOGY MANAGEMENT
TERM 2 2022
INFS5730: SOCIAL MEDIA AND ENTERPRISE 2.0
FINAL EXAMINATION


1. Time Allowed: 3 hours writing time + 1 hour allowance time for
reading/submission (4 hours in total).
2. This is a Take-Home Exam, your responses must be your own original work.
You must attempt this Take-Home Exam by yourself without any help from
others. Thus, you have NOT worked, collaborated or colluded with any other
persons in the formulation of your responses. The work that you are submitting
for your Take-Home Exam is your OWN work.
3. Release date/time (via Moodle): Thusday, 18th August 2022 1:30pm
(Australian Eastern Time Zone)
4. Submission date/time (Via Turnitin): Thusday, 18th August 2022 5:30pm
(Australian Eastern Time Zone)
5. Failure to upload the exam by the submission time will result in a penalty of
15% of the available marks per hour of lateness.
6. This Examination Paper has 8 pages, including the cover page.
7. Total number of Questions: 3 Questions.
8. Answer all 3 Questions.
9. Total marks available: 100 marks. This examination is worth 50% of the total
marks for the course.
10. Questions are not of equal value. Marks available for question sub-parts are
shown on this examination paper.
11. Some questions have word limits as indicated on the question. These word
limits must be adhered to. Text in excess of the specified word limit(s) may not
be considered in the marking process.

, 12. Candidates must submit a signed Declaration Form together with the Take-
Home Exam answer document. Failure to submit the signed Declaration Form
may result in your Take-Home Exam answer sheet not being marked.
13. Answers to questions are to be written in the template provided. Please ensure
that you provide the following details on your Take-Home Exam answer sheet:
• Student ID:
14. In accordance with the Declaration Form, this Take-Home Exam paper cannot
be copied, forwarded or shared.
15. Students are reminded of UNSW’s rules regarding Academic Integrity and
Plagiarism. Plagiarism is a serious breach of ethics at UNSW and is not taken
lightly. For details see Examples of plagiarism.
16. This Take-Home Exam is an open book/open web, further information is
available “Here”.
• You are permitted to refer to your course notes, any materials provided by
the course convenor or lecturer, books, journal articles, or tutorial
materials.
• It is sufficient to use in-text citations that include the following information:
the name of the author or authors; the year of publication; the page
number (where the information/idea can be located on a particular page
when directly quoted), For example, (McConville, 2011, p.188).
• You are required to cite your sources and attribute direct quotes
appropriately when using external sources (other than your course
materials).
• When citing Internet sources, please use the following format:
website/page title and date.
• If you provide in-text citations, you MUST provide a Reference List. The
Reference list will NOT BE counted towards your word limit.
17. Students are advised to read the Take-Home Exam paper thoroughly before
commencing.
18. The Lecturer-in-Charge (LiC) / Exam Referee will be available online (via
Moodle) after the Take-Home Exam paper is released for a period of two
hours.




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