THE UNIVERSITY OF NEW SOUTH WALES SCHOOL OF INFORMATION SYSTEMS AND TECHNOLOGY MANAGEMENT TERM 2 2022 INFS5730: SOCIAL MEDIA AND ENTERPRISE 2.0 FINAL EXAMINATION

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THE UNIVERSITY OF NEW SOUTH WALES SCHOOL OF INFORMATION SYSTEMS AND TECHNOLOGY MANAGEMENT TERM 2 2022 INFS5730: SOCIAL MEDIA AND ENTERPRISE 2.0 FINAL EXAMINATION QUESTION 1 50 MARKS Bayerische... Motoren Werke AG, commonly referred to as BMW, is a German multinational manufacturer of luxury vehicles and motorcycles headquartered in Munich, Bavaria, Germany. BMW has a long tradition of following a clear naming convention for its BWM series 1 to 8 car models. The goal is to make model names understandable for customers across the globe. A BWM series 1 to 8 model name, such as: M135i xDrive Hatch would consist of the following: • An optional prefix letter, "M", stands for the BMW Motorsport division that typically applies to a performance variant of a model. • A three-digit combination such as: o The first digit stands for the segment or model series (1 to 8). Larger oddnumbered series mean a bigger car (typically, series 1 and 3 are smallsize models, series 5 are mid-size models, and series 7 are large-size models). Even-numbered series tend to be body style variants of the previous series. o The two digits that come next, i.e. the 35 in the M135 indicate the engine performance. They used to indicate the displacement of the engine (e.g. 30 for a 3.0-liter engine displacement). Today, they indicate the engine’s performance in kilowatts (kW), or its "virtual displacement". A vehicle with the number 45 has a performance between 300 and 350 kW. With the universal launch of turbo, hybrid and electric engines, BMW has continued the stringent application of its naming convention. • A lowercase letter that stands for the drive technology. Gasoline-powered cars (injection vehicles) bear an “i”, and diesel engines have a “d”. An e in the model name means that it is a plug-in hybrid, as with our BMW 745e. • All-wheel drive vehicles have xDrive attached to their name (e.g. M135i xDrive). • The last part of the model name includes the body style, including "Hatch", "Coupé", "Gran Coupé", "Convertible" or "Sedan" (e.g. M135i xDrive Hatch). BMW has a strong presence on social media and collects customer feedback about its car models from comments on its posts. Feedback can be praises or complaints that typically mention the model name following the convention described above. You are hired as a junior data analyst to help analyse customer feedback on social media. QUESTION 2 26 MARKS BMW has been a leading producer of luxury and state-of-the-art vehicles for many years. It has developed a strong presence on social media (e.g., Facebook, Twitter, Instagram) to inspire consumers and “enlarge the upper sales funnel - meaning it is now also creating content around lifestyle, design, innovation and fashion” (Asena Arica, 24 January 2020). To actively engage its customers and boost product sales, BMW has leveraged various social commerce features, as illustrated in Figure 1 and Figure 2. [Show More]

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