1)The affinity impulse? is our need to acknowledge a liking or relationship with individuals or reference groups

1)The affinity impulse? is our need to acknowledge a liking or relationship with individuals or reference groups. 

2. The ?prurient impulse? is the curiosity we feel—curiosity that can be fed by observing social media activity. 
3. Contact comfort? is our need to feel close to others.  
4. The ?immediacy impulse ?is our need to have contact without delay. 
5. The ?altruistic impulse? is the need to do something good for others. 
6. The ?validation impulse? is the need to feed our own egos

7. Discuss the concept of “Your Social Brand,” and include a description of your own social brand audit using Daniel Tolliday’s five key questions. 
8. Breakdown and discuss the flow chart depicting the stages in the ‘process of shopping” and cite two examples of the tools you might use at each stage in the process. ( ?Social Media Marketing p. 288)

9. How do ratings and reviews provide value for consumers and e-retailers? 

10. Explain the concept of “bounded rationality” as it relates to social shopping. How are heuristics used in social to deal with bounded rationality? Give two examples. 
11. Define sentiment and content analysis as ways to conduct quantitative social media research. Cite the advantages and challenges of each. Give two examples of each analysis strategy.

12. What is the research process for collecting, processing, and analyzing residual social media data used in social listening and monitoring. What are the common errors and biases associate with social media research? What would you recommend as the best ways to interpret and understand social media research results? Why?

13. What are the challenges for digital media marketers in measuring the outcome of a digital marketing campaign?

14. Why is return on investment (ROI) important to digital media marketers? 

15. used to assess the ROI of a digital marketing campaign. Of these, which do you feel is the best way to assess a digital marketing

ROI outcome? Why?