首页
外语
计算机
考研
公务员
职业资格
财经
工程
司法
医学
专升本
自考
实用职业技能
登录
考研
Over the past decade, marketers have increasingly turned to social-media networks like Facebook and Twitter to create buzz aroun
Over the past decade, marketers have increasingly turned to social-media networks like Facebook and Twitter to create buzz aroun
admin
2016-01-29
40
问题
Over the past decade, marketers have increasingly turned to social-media networks like Facebook and Twitter to create buzz around their products. But what impact do tweets and other recommendations have on sales, and how can companies get a bigger return on their investments in these important channels?
To get a clearer view, we examined the purchase decisions of 20,000 European consumers, across 30 product areas and more than 100 brands, in 2013 and 2014. We found that the impact of social media on buying decisions is greater than previously estimated and growing fast, but that its influence varies significantly across product categories.
【C1】______
Social recommendations induced an average of 26 percent of purchases across all product categories, according to our data. That’s substantially higher than the 10 to 15 percent others have estimated.
For the 30 product categories we studied, roughly two-thirds of the impact was direct; The remaining third was indirect: social media had an effect at earlier decision-journey touch points—for example, when a recommendation created initial awareness of a product or interactions.
【C2】______
Consumers, we found, access social media to very different degrees in different product categories. At the low end, only about 15 percent of our respondents reported using social media in choosing utility services. For other categories, such as travel, investment services, and over-the-counter drugs, 40 to 50 percent of consumers looked to social recommendations.
【C3】______
Our research shows that a small number of active influencers accounted for a disproportionate share of total recommendations. These power users are even more significant for product categories such as shoes and clothing: 5 percent of the recommenders accounted for 45 percent of the social influence generated.
【C4】______
As companies look to maximize returns from their social strategies, they can both encourage would-be customers to engage in more social interactions and inspire more influencers to express enthusiasm for their products.
On demand side, companies that spend to move their product mentions to the top of search results can expect to benefit from a greater social-media impact. On the supply side, if companies allowed endorsements only, they generated a less strong response than companies that invited any sort of comment. Positive remarks were three times more numerous than negative ones, and some companies demonstrated that they could turn negative vibes to their advantage by responding quickly.
【C5】______
The pathways of social influence are shifting constantly. Looking ahead, better mobile devices and more robust social applications will make it even easier to share experiences about products and services. Companies can’t afford to fall behind this powerful curve.
[A]Power influencers
[B]Gear up for the future
[C]A growing importance
[D]Online VS offline
[E]Personalization matters
[F]Nuances are essential
[G]Navigating in a changing environment
【C4】
选项
答案
G
解析
上文揭示了社交推荐对消费者的影响,接下来就是面对这种情况,企业应如何应对了。以下两段说,企业既可以鼓励潜在客户参与更多社交互动,也可以让更多有影响力的人表达对公司产品的热情,并从供需两端做了简要说明。[G]的意思是“在变化的环境中航行",即企业要适应社交媒体的发展,以求驾驭随之而来的不断变化的商业环境。
转载请注明原文地址:https://kaotiyun.com/show/XMsZ777K
0
考研英语一
相关试题推荐
ApaperintheLancet,shamelesslytimedtocoincidewiththeOlympicgames,comparescountries’ratesofphysicalactivity.The
Parenthoodisn’tacareer-killer.Infact,economistswithtwoormorekidstendtoproducemoreresearch,notless,thantheir
【F1】Aonce-discardedideaabouthowlifestartedonourplanethasbeengivenanewlifeofitsown,thankstoanunexpectedfin
【F1】Aonce-discardedideaabouthowlifestartedonourplanethasbeengivenanewlifeofitsown,thankstoanunexpectedfin
SalesofexistinghomesrosebythelargestamountinmorethanfiveyearsinSeptember.Butanalystscautionedagainstreading
HowtheUnitedStatesbecamethemostprosperoussocietyintheworldhasalwaysbeensuchahotspotissue.Certainlong-standin
Cyberattacksseemtobegettingmoresophisticatedbythehour.Afewweeksagomal-wareknownasZeroDaywasfoundtohaveex
LessthanadecadeagoJapanesebankswerethesickmenofglobalfinance.Todaytheyarebouncingback.Havingrebuilttheirba
Youprobablyalreadyknowthataviselikepressureinthechestisthemostcommonphysicalsignofaheartattack.Youmayeven
By2010theEuropeanCommissionpredictstranscontinentalfreighttrafficwillhaverisen50percentasaresultofEuropeanexp
随机试题
患者,女性,36岁。发热伴有尿频、尿急、尿痛,查体:右肾区叩击痛阳性,导管和外周静脉同时抽血做血培养,均为金黄色葡萄球菌,不恰当的处理是
初产妇,妊娠38周,头位,前置胎盘,活动性阴道出血400ml,宫缩不规律,胎心好,下列哪种处理最正确
中国甲公司于6月10日发商务电传至澳大利亚乙公司,该电传称:“可供精盐1500公吨,每公吨500美元,CIF悉尼,10月装船,不可撤销信用证付款,本月内答复有效。”乙公司于7月9日回电:“你方6月10日报盘我接受,除提供通常单据外,需提供卫生检验证明。”甲
债券的偿还期限,一般分为短期、中期和长期。偿还期在3年以内的为短期。()
我国传说中,()是专为渔民、航海之人解救危难的航海保护神。
隋文帝时,以户等为依据征调赋税、力役,这一措施被称为()。
A、 B、 C、 D、 D
根据以下资料,回答问题。2017年全国二手车累计交易量为1240万辆,同比增长19.3%;二手车交易额为8092.7亿元,同比增长34%。2017年12月,全国二手车市场交易量为123万辆,交易量环比上升7.4%,上年同期交易量为108万辆。“十二
给定程序中,函数fun的功能是将带头节点的单向链表结点数据域中的数据从小到大排序。即若原链表结点数据域从头至尾的数据为:10、4、2、8、6,排序后链表结点数据域从头至尾的数据为:2、4、6、8、10。请在程序的下划线处填入正确的内容并把下划线删
WhydidJanewanttogobacktowork?
最新回复
(
0
)