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
39
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
Parenthoodisn’tacareer-killer.Infact,economistswithtwoormorekidstendtoproducemoreresearch,notless,thantheir
InAugust,environmentalistsinthePhilippinesvandalizedafieldofGoldenRice,anexperimentalgrainwhosegeneshadbeenmo
InAugust,environmentalistsinthePhilippinesvandalizedafieldofGoldenRice,anexperimentalgrainwhosegeneshadbeenmo
WallStreetwiseguysusedtomockFederalReserveChairmanBenBernankeas"HelicopterBen"becauseheoncespokeapprovinglyo
Oneofthegreatintellectualconflictsoftheearlypartofthe21stcenturyconcernstheroleofmanhereonplanetEarth.Som
SalesofexistinghomesrosebythelargestamountinmorethanfiveyearsinSeptember.Butanalystscautionedagainstreading
Weareallseeingratherlessofthesun.Scientistslookingatfivedecadesofsunlightmeasurementshavereachedthedisturbin
By2010theEuropeanCommissionpredictstranscontinentalfreighttrafficwillhaverisen50percentasaresultofEuropeanexp
Gettinglaidoffaffectsnotonlyone’seconomicwell-being,italsocurtailsone’sinvolvementincommunityandsocialactiviti
RuinsrecentlydiscoveredinsouthernPerucouldbetheancient"lostcity"ofPaititi,accordingtoclaimsthataredrawingser
随机试题
肝脓肿分型与声像图表现,不正确的是
临床治疗肠结核,多采用的方案为
14岁男性患者,进行性开口困难7年,面部明显不对称。5岁时曾发生颏部对冲性损伤。如果病变发生在两侧,则可表现为()
有头疽的整个病程为乳痈多发病在产后的
关于二级注册建筑师执业印章的使用效力,以下哪项解释是不正确的?[2008年第68题]
关于技术档案制度的叙述错误的是()。
一个教师在同一教室的一节课内,用不同教材向两个以上不同年级的学生进行教学的组织形式是()。
内隐记忆(宁波大学)
Whenhefirststartedinuniversity,hereallyfeltat______withhismajor—economics.
TheHakkapeopleareseenasaunitedpeopleinChinaThischaracterisespecially【C1】______amongoverseasHakkas.Theyshareth
最新回复
(
0
)