Zach Is New to the Realm of Digital Marketing

question 91

Multiple Choice

Zach is new to the realm of digital marketing. Recently, he saw a blog post about his company that was just untrue. He demanded the blogger remove the post. Much to his surprise, however, the post had already spread to other sites. Zach immediately released content on the corporate website and social media pages with information that refuted the post. Much to his surprise, however, the original post continued to spread. Zach does not understand why users are spreading the post when his organization has posted information claiming that the post is untrue. Zach has failed to realize that

• A)consumers post much more digital content than marketers do.
• B)consumer-generated digital content is often trusted over corporate content.
• C)the majority of corporate digital communication is not trusted at all.
• D)bloggers are professionals who rarely get content incorrect.
• E)any publicity, even negative, is better than no publicity.

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Definitions:

Naturalistic Observation

A research method where subjects are observed in their natural environment without any manipulation by the researcher.

Ethical Research

The practice of conducting studies and experiments in accordance with established ethical principles to ensure fairness, integrity, and respect for all participants.

Random Assignment

A method used in experiments to place participants into separate groups using randomization, which helps ensure that each group is similar at the start of the experiment.

Laboratory Experiment

A research method in which variables can be controlled and manipulated in a highly regulated environment to observe the effects on other variables.