Rishika et al. (2012)

What was the primary dependent variable used to measure the intensity of customer-firm relationship in this study?

Social media engagement rateTotal spending amountCustomer visit frequencyCustomer satisfaction scores

• False
• False
• True
• False

What was the primary dependent variable used to measure the intensity of customer-firm relationship in this study?

Customer satisfaction scoresCustomer visit frequencyTotal spending amountSocial media engagement rate

• False
• True
• False
• False

What was the primary dependent variable used to measure the intensity of customer-firm relationship in this study?

Customer visit frequencyTotal spending amountSocial media engagement rateCustomer satisfaction scores

• True
• False
• False
• False

Which methodological approach did the researchers use to address endogeneity concerns?

Randomized controlled trialRegression discontinuity designPropensity score matching combined with difference-in-differences analysisInstrumental variables only

• False
• False
• True
• False

Which methodological approach did the researchers use to address endogeneity concerns?

Instrumental variables onlyRandomized controlled trialPropensity score matching combined with difference-in-differences analysisRegression discontinuity design

• False
• False
• True
• False

Which methodological approach did the researchers use to address endogeneity concerns?

Regression discontinuity designPropensity score matching combined with difference-in-differences analysisInstrumental variables onlyRandomized controlled trial

• False
• True
• False
• False

According to the study, what was the elasticity of social media participation on visit frequency?

10.3%2.1%8.4%5.2%

• False
• False
• False
• True

According to the study, what was the elasticity of social media participation on visit frequency?

8.4%2.1%10.3%5.2%

• False
• False
• False
• True

According to the study, what was the elasticity of social media participation on visit frequency?

2.1%5.2%10.3%8.4%

• False
• True
• False
• False

4. Which customer characteristic was associated with a LOWER response to social media participation?

Higher purchase amountsGreater buying focusLower deal sensitivityHigher premium product share

• False
• True
• False
• False

4. Which customer characteristic was associated with a LOWER response to social media participation?

Lower deal sensitivityHigher premium product shareHigher purchase amountsGreater buying focus

• False
• False
• False
• True

4. Which customer characteristic was associated with a LOWER response to social media participation?

Higher purchase amountsGreater buying focusLower deal sensitivityHigher premium product share

• False
• True
• False
• False

The study found that social media participation had a positive effect on both visit frequency and customer profitability.

TrueFalse

• True
• False

The study found that social media participation had a positive effect on both visit frequency and customer profitability.

TrueFalse

• True
• False

The study found that social media participation had a positive effect on both visit frequency and customer profitability.

FalseTrue

• False
• True

The researchers found that customers who are more deal-sensitive respond better to social media participation.

TrueFalse

• False
• True

The researchers found that customers who are more deal-sensitive respond better to social media participation.

TrueFalse

• False
• True

The researchers found that customers who are more deal-sensitive respond better to social media participation.

FalseTrue

• True
• False

The researchers found that higher levels of social media activity (postings) enhanced the effectiveness of customer participation.

FalseTrue

• False
• True

The researchers found that higher levels of social media activity (postings) enhanced the effectiveness of customer participation.

FalseTrue

• False
• True

The researchers found that higher levels of social media activity (postings) enhanced the effectiveness of customer participation.

FalseTrue

• False
• True

The study used a __________ research design with treatment and control groups to establish causality.

quasi-experimental

The study used a __________ research design with treatment and control groups to establish causality.

quasi-experimental

The study used a __________ research design with treatment and control groups to establish causality.

quasi-experimental

Customer loyalty was operationalized as __________ or the percentage of total customer spending at the focal retailer.

share of wallet

Customer loyalty was operationalized as __________ or the percentage of total customer spending at the focal retailer.

share of wallet

Customer loyalty was operationalized as __________ or the percentage of total customer spending at the focal retailer.

share of wallet

Premium products were defined as those that were __________ standard deviation(s) above the mean price per unit.

one

Premium products were defined as those that were __________ standard deviation(s) above the mean price per unit.

one

Premium products were defined as those that were __________ standard deviation(s) above the mean price per unit.

one