$\text{STUMBLEUPON MINI CASE:}$ StumbleUpon Calls Itself a "Discovery Engine" Because, at One Time

question 57

Multiple Choice

$\text{STUMBLEUPON MINI CASE:}$ StumbleUpon calls itself a "discovery engine" because, at one time, 50.27% of all traffic from a top 10 list of social sites came from StumbleUpon. Their relatively small group of users (15 million) often out-refers the larger user base from Facebook (over 1.15 billion) . In fact, the influential users of StumbleUpon generate 1 billion page referrals per month. Their users, called "Stumblers", introduce other Stumblers and non-users to web content, providing a "map to an adventure you wouldn't otherwise have found out about." The influence of these Stumblers was deemed valuable by film marketers, who worked with StumbleUpon to promote films like Jurassic Park 3D and Evil Dead. Stumblers are young and highly engaged, so studios see the personalized search engine, which "learns" the preferences of its Stumblers, as a way to reach early influencers.
-In the STUMBLEUPON MINI CASE, the Stumblers are engaged in _________ when they advocate on behalf of products, like films, in social networks, brand communities, and blogs.

• A) e-wom
• B) impersonal communication
• C) brand credibility
• D) opinion leadership
• E) publicity

---

Definitions:

Long-Term Capital Gains

Profits from the sale of an asset held for more than a specified period, typically taxed at a lower rate than short-term gains.

Dividends

Payments made by a corporation to its shareholder members, typically from profits or reserves.

Ordinary Income

Income earned from conducting standard business operations, as opposed to capital gains or investment income.

Straight Line

In finance, often refers to a method of depreciation where an asset's value decreases evenly over its useful life.