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    Lingnan University: First Term Examination, 2023-24 Clc9022: The Digital Economy and Social Media Time Allowed: Two Hours

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    3D18 MA QUEENLY 馬均爾

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    Lingnan University: First Term Examination, 2023-24 Clc9022: The Digital Economy and Social Media Time Allowed: Two Hours

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    3D18 MA QUEENLY 馬均爾
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    9022 E1

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    Lingnan University: First Term Examination, 2023-24 Clc9022: The Digital Economy and Social Media Time Allowed: Two Hours

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    3D18 MA QUEENLY 馬均爾

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    LINGNAN UNIVERSITY

    FIRST TERM EXAMINATION, 2023-24

    CLC9022: THE DIGITAL ECONOMY AND SOCIAL MEDIA

    TIME ALLOWED: TWO HOURS

    INSTRUCTIONS:

    - This paper contains TWO sections (Section A and Section B) and a total
    of SIX questions.

    - This paper carries 100 marks. Section A carries 60 marks while Section
    B carries 40 marks.

    - Answer THREE COMPULSORY questions in Section A.

    - Answer any TWO questions out of THREE in Section B.

    - Marks allocated to parts of questions are indicated in brackets.

    - You are reminded of the necessity for clear and orderly presentation in
    your answers.

    - Give labelled diagrams where these will make the answer clearer.

    CLC9022-The Digital Economy and Social Media 1


    First Term Examination, 2023-2024
    SECTION A (60 marks)

    ANSWER ALL THE FOLLOWING THREE QUESTIONS.

    Question 1 (20 marks)

    Describe THREE major value production models of digital goods and services. Please
    give an example of each. (20 marks)

    Question 2 (20 marks)

    Describe the differences among paid, owned, and earned media. Please give an online
    and offline example of each. When do we use each of them? (20 marks)

    Question 3 (20 marks)

    Describe brokerage model and infomediary model. Discuss how an organization creates,
    delivers, and captures value in these models. Give an example of each. (20 marks)

    CLC9022-The Digital Economy and Social Media 2


    First Term Examination, 2023-2024
    SECTION B (40 marks)

    ANSWER ANY TWO OUT OF THE FOLLOWING THREE QUESTIONS.

    Question 4 (20 marks)

    (a) Describe Positive and Negative network effects. Please give an example of each.
    (10 marks)
    (b) What is promoted brand content? When do we use this kind of content? Please give an
    example to elaborate. (10 marks)

    Question 5 (20 marks)

    (a) What are the similarities and differences between monopoly and monopsony market?
    Please give a digital example of each. (10 marks)

    (b) Describe the differences between reverse takeover and backflip takeover? Please give
    an example of each. (10 marks)

    Question 6 (20 marks)

    (a) Describe the three common ways digital media companies charge advertisers for online
    advertising. Please give an example of each. (10 marks)

    (b) When do we use one over the others in part (a)? (10 marks)

    END-OF-QUESTIONS

    CLC9022-The Digital Economy and Social Media 3


    First Term Examination, 2023-2024

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