Ethics in Social Media Marketing

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Questions and Answers

What is a primary ethical concern arising from social media's influence on consumer behavior?

The complexity of tracking social media metrics.
The limitation of brand reach due to algorithm changes.
The increasing cost of social media advertising.
The potential for reduced self-esteem and unhealthy purchasing behaviors. (correct)

Which of the following is NOT explicitly identified as a key ethical consideration in the provided content?

Diversity and inclusion.
Data privacy. (correct)
Transparency in influencer marketing.
Online bullying.

P&G's response to the undisclosed influencer partnerships primarily focused on:

Lobbying for looser advertising regulations.
Ignoring consumer concerns and continuing with existing strategies.
Increasing investment in influencer marketing campaigns.
Prioritizing transparency through clear disclaimers and industry advocacy. (correct)

What was a key criticism of Starbucks' 'Race Together' campaign?

It was criticized for performative activism and faced trolling. (A) Signup and view all the answers

In response to the backlash from the 'Coolest Monkey in the Jungle' campaign, what action did H&M likely take beyond removing the advertisement?

Implemented diversity and inclusion training to prevent future errors. (C) Signup and view all the answers

Which of the following best describes a brand's ethical responsibility in online community engagement?

Fostering a safe and respectful environment for diverse voices. (A) Signup and view all the answers

A company discovers that fake news is being spread about its product on social media. What would be the most ethical first step?

Publicly address the false information with factual evidence and transparency. (A) Signup and view all the answers

A company notices an increase in trolling and online bullying directed toward its employees on social media. Besides reporting and removing offensive content, what proactive step could the company take to address this issue?

Implement stricter social media policies and provide employee training on online safety. (C) Signup and view all the answers

How does algorithm-driven content personalization primarily influence a consumer's shopping experience?

By streamlining the shopping experience and increasing user satisfaction via tailored recommendations. (B) Signup and view all the answers

What is the most likely consumer behavior when an individual sees multiple friends endorsing a particular brand on social media?

A heightened sense of trust in the brand, potentially leading to a purchase. (A) Signup and view all the answers

What is a primary drawback when consumers are overloaded with information on social media while trying to make a purchase decision?

It reduces decision-making efficiency and can lead to choice fatigue. (B) Signup and view all the answers

An influencer promotes a product of low quality without disclosing they are being sponsored. What is the main negative impact of this deceptive practice on consumer behavior?

It erodes trust in advertising and can lead to buyer remorse. (D) Signup and view all the answers

How do flash sales and FOMO (fear of missing out) tactics most directly influence consumer behavior on social media?

They push consumers to make unplanned purchases due to a perceived urgency. (A) Signup and view all the answers

A consumer notices targeted ads immediately after discussing a product verbally. What consumer concern does this scenario primarily highlight?

The excessive data tracking for personalized ads, which may feel invasive. (C) Signup and view all the answers

What is the main effect of consumers frequently comparing themselves to others' lifestyles and possessions displayed on social media?

Feelings of inadequacy or dissatisfaction with their own choices and lifestyle. (D) Signup and view all the answers

What is the most significant risk posed by unverified claims and misinformation spread through social media advertising?

Distorted consumer perception of products or services, leading to potentially unwise decisions. (B) Signup and view all the answers

Which of the following scenarios best exemplifies how social media fosters brand advocacy?

A loyal customer receives recognition from a brand after tagging them in a positive social media post. (D) Signup and view all the answers

How do algorithms contribute to personalization in the customer journey on social media?

By tailoring content to match individual customer preferences at each stage of their interaction. (C) Signup and view all the answers

A cosmetics company launches a new product line and uses real-time social media data to adjust its marketing messages. Which aspect of social media's engagement is being leveraged?

Refining messaging based on immediate consumer reactions and trends. (D) Signup and view all the answers

What is the MOST direct impact of social media on consumer awareness of new products and services?

It enables brands to reach a broader audience through targeted advertising and viral content. (A) Signup and view all the answers

Which of the following scenarios best illustrates the 'Consideration Stage' in the customer journey, as influenced by social media?

A potential customer extensively reads online reviews and compares different brands of smartphones on Reddit before making a decision. (B) Signup and view all the answers

A consumer is unsure about purchasing a particular brand of headphones. How can access to peer reviews and recommendations on social media MOST positively influence their decision?

By providing user-generated content that builds trust and confidence in the purchase. (D) Signup and view all the answers

How does enhanced engagement and interaction on social media MOST contribute to building customer trust and satisfaction?

By enabling consumers to directly communicate with brands, ask questions, and share feedback. (D) Signup and view all the answers

A marketing team aims to leverage user-generated content (UGC) to enhance brand recognition. Which approach would be most effective during the 'Awareness Stage' of the customer journey?

Running targeted ads featuring influencers using and endorsing the product on platforms like Instagram and TikTok. (A) Signup and view all the answers

How can a company best utilize social media to foster customer loyalty and encourage repeat purchases during the 'Post-Purchase Stage'?

By sharing customer posts, addressing complaints publicly, and offering exclusive discounts to followers. (D) Signup and view all the answers

Which of the following actions exemplify convenience and personalization in consumer behavior through social media?

Consumers use a brand's app to order products with customized preferences and swift delivery. (A) Signup and view all the answers

In which scenario is a social media platform being used to directly facilitate the 'Purchase Stage' of the customer journey?

A user completes a transaction via Instagram Shopping. (C) Signup and view all the answers

Social media platforms use targeted ads based on consumer behaviors and interests. How does convenience and personalization play a role in this?

It enables consumers to quickly find and purchase products that match their preferences; ads are personalized to be immediately relevant. (D) Signup and view all the answers

Which social media activity primarily supports customers in the Awareness Stage of their journey?

Brands using algorithms and paid ads to target specific demographics. (C) Signup and view all the answers

A company notices negative reviews on social media. What is the MOST appropriate action to take during the post-purchase stage?

Publicly address the complaints and offer solutions. (A) Signup and view all the answers

What role do interactive features (polls, Q&A) on social media play during the Consideration Stage?

Provide real-time feedback and help brands address concerns. (C) Signup and view all the answers

How does the use of social commerce features impact the customer journey?

It enables seamless transactions directly on platforms during the purchase stage. (D) Signup and view all the answers

Flashcards

Awareness Stage

The first stage where customers discover brands through social media.

Social Media Influence

Social media affects decisions by targeting demographics and using algorithms.