Part 1. Knowledge Synthesis
1.1.Chapter 1.
A. Explain the following concepts in your own words: social media, social media value chain, social community, social publishing, social entertainment, social commerce, social media marketing, and social customer relationship management.
(1.5 Points)
Response: Social Media -
B. Provide a real-world example for each of the following applications of social media marketing from the previous question: (1) promotion and branding, (2) customer relationship management and service recovery, (3) marketing research, and (4) retailing and E-Commerce.
(1.5 Points)
Response:
1.2. Chapter 2.
A. Explain the following concepts in your own words: demographic segmentation base, geographic segmentation base, psychographic segmentation base, benefit segmentation base, behavioral segmentation base, social identity, privacy salience, social technographics.
(1.5 Points)
Response:
B. Provide a real-world example for each base of social media segmentation.
(1.5 Points)
Response:
1.3.Chapter 3.
A. Explain the following concepts in your own words: social network, word-of-mouth communication, presence, object sociality, behavior standard norms, crowdsourcing, social capital, strong and weak ties, and opinion leaders.
(1.5 Points)
Response:
B. Provide a real-world example for three concepts from the previous question.
(1.5 Points)
Response: