Social Consumers
~ Just the Basics ~
~ Just the Basics ~
What is known as the mark a user makes when they occupy a digital space?
What is a social footprint?
What describes the phenomenon where a social media user feels like they genuinely know and imagine being friends with an influencer?
What are parasocial relationships?
Which zone can be thought of as the “relationship zone” that encompasses collaboration and conversation around content?
What is the community zone?
Which zone includes platforms and channels such as TikTok, Instagram, blogging sites, podcasting platforms, and the like?
What is the publishing zone?
To reduce mental effort when shopping on Amazon.com for a new watch, Joanna uses what to simplify complex information?
What are heuristics?
What refers to segments of consumers based on their involvement with social media?
What are social technographics?
What refers to the speed at which members of a social system adopt an innovation?
What is digital adoption?
Social music, social TV and film, social games, and social art are all included in which social media zone?
What is the social entertainment zone?
Venmo, deal aggregators (i.e., Groupon), and social shopping malls all belong to which social media zone?
What is the commerce zone?
When we make a decision based upon memories that are readily available in our memory (especially those that are extreme, frequent, vivid, or negative), which type of heuristic do we typically use?
What is the availability heuristic?
True or false: ‘Liking’ a product online, and sharing online purchases on Insta represent a person’s social footprint, however, charging a purchase at a retail store on your credit card does not represent a person’s social footprint.
What is true?
According to research, what is the largest number of friendships (online/offline) that you can ACTUALLY MAINTAIN on an ongoing basis?
150 people
Which type of game is distinguished by low barriers to entry, is easy to learn, and requires a small amount of time per game?
What is a casual game?
Gwen is developing a robust process to make her company's content be more visible on Insta, Facebook, X, and LinkedIn. She's also making the content to be more easily linkable in other online communities. What publishing strategy is Gwen using?
What is social media optimization?
When we make a decision by comparing our present situation to the most representative mental prototype, which type of heuristic do we typically use?
What is the representativeness heuristic?
Contrast a heavy vs. light social footprint in the context of the social media zones.
Heavy – presence in many platforms/many zones.
Light – presence in 1-2 platforms/1 zone.
A personal social media self-audit should categorize social media activity according to the 5 V’s. What are the five “V’s”?
What are: Vision, Validation, Vindication, Vulnerability, and Vanity?
Marketers can choose from among four general methods for in-game advertising. Which type of ads are hard coded into the game and ensure that all players view the advertisement?
What are static ads (one of the in-game advertising types)?
What are the five types of content in the content value ladder?
What are: Flagship, Pillar, Authority-building, Basic, and Filler?
When a lot of people select one option, we interpret this popularity that the choice is the right one for us. This is known as what psychological phenomenon?
What is social proof?
A social footprint is crucial for businesses because ___ of consumers visit a business within 24 hours after finding them in a Google search result?
What is 88%?
What are the 5 needs that explain why people use and adopt social media?
What are: Affinity, Curiosity, Contact, Altruistic, and Validation needs?
Mary has recently discovered Chex Quest HD on Steam. She finds the game to be fun, engaging, and it brings back a sense of nostalgia from her days as a kid playing CD-ROM games on the family's Gateway computer. After playing Chex Quest HD for weeks, she was shopping at her local grocery store and saw a box of Chex cereal. Without fully realizing it, her positive affect playing Chex Quest HD has created a positive perception of Chex cereal as well. So she ends up buying the new chocolate Chex cereal at the supermarket. What phenomenon has occurred here?
What is the transference effect?
Lucy is looking to learn more about social media. In fact, she recently discovered The Hype Machine, by Sinan Aral and Faster, Smarter, Louder: Master Attention in a Noisy Digital Market, by Aron Agius and Gian Clancey. She's not yet sure which book will be best for her. She first reads the book recommendations from the publisher's websites and on Amazon.com. She also looks at Amazon.com to determine which is a more popular seller. Further, she seeks out eWOM book referrals on Goodreads.com from her book club friends. She decides both are essentially equal options, so she decides to compare the prices of the two books. Which social shopping decision stage is Lucy in?
Evaluation of alternatives
When we are overly influenced by the first piece of information that we hear (typically an exceptional price/deal), which type of heuristic do we typically use?
What is the anchoring heuristic?