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
1. Time Allowed: 3 hours writing time + 1 hour allowance time for
reading/submission (4 hours in total).
2. This is a Take-Home Exam, your responses must be your own original work.
You must attempt this Take-Home Exam by yourself without any help from
others. Thus, you have NOT worked, collaborated or colluded with any other
persons in the formulation of your responses. The work that you are submitting
for your Take-Home Exam is your OWN work.
3. Release date/time (via Moodle): Thusday, 18th August 2022 1:30pm
(Australian Eastern Time Zone)
4. Submission date/time (Via Turnitin): Thusday, 18th August 2022 5:30pm
(Australian Eastern Time Zone)
5. Failure to upload the exam by the submission time will result in a penalty of
15% of the available marks per hour of lateness.
6. This Examination Paper has 8 pages, including the cover page.
7. Total number of Questions: 3 Questions.
8. Answer all 3 Questions.
9. Total marks available: 100 marks. This examination is worth 50% of the total
marks for the course.
10. Questions are not of equal value. Marks available for question sub-parts are
shown on this examination paper.
11. Some questions have word limits as indicated on the question. These word
limits must be adhered to. Text in excess of the specified word limit(s) may not
be considered in the marking process.
PAGE 2 OF 8
12. Candidates must submit a signed Declaration Form together with the Take-
Home Exam answer document. Failure to submit the signed Declaration Form
may result in your Take-Home Exam answer sheet not being marked.
13. Answers to questions are to be written in the template provided. Please ensure
that you provide the following details on your Take-Home Exam answer sheet:
• Student ID:
14. In accordance with the Declaration Form, this Take-Home Exam paper cannot
be copied, forwarded or shared.
15. Students are reminded of UNSW’s rules regarding Academic Integrity and
Plagiarism. Plagiarism is a serious breach of ethics at UNSW and is not taken
lightly. For details see Examples of plagiarism.
16. This Take-Home Exam is an open book/open web, further information is
available “Here”.
• You are permitted to refer to your course notes, any materials provided by
the course convenor or lecturer, books, journal articles, or tutorial
materials.
• It is sufficient to use in-text citations that include the following information:
the name of the author or authors; the year of publication; the page
number (where the information/idea can be located on a particular page
when directly quoted), For example, (McConville, 2011, p.188).
• You are required to cite your sources and attribute direct quotes
appropriately when using external sources (other than your course
materials).
• When citing Internet sources, please use the following format:
website/page title and date.
• If you provide in-text citations, you MUST provide a Reference List. The
Reference list will NOT BE counted towards your word limit.
17. Students are advised to read the Take-Home Exam paper thoroughly before
commencing.
18. The Lecturer-in-Charge (LiC) / Exam Referee will be available online (via
Moodle) after the Take-Home Exam paper is released for a period of two
hours.
PAGE 3 OF 8
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 odd-
numbered series mean a bigger car (typically, series 1 and 3 are small-
size 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.
PAGE 4 OF 8
Required:
With reference to the above case, please answer all of the following questions:
a) As a junior data analyst at BMW, you have been asked to use SAS Visual Text
Analytics to automatically extract three car models: small cars, polluting cars and
clean cars. Write THREE (3) custom concepts using the REGEX rule type to extract
the following car model names and provide a detailed explanation of each syntax.
[max 200 words] (24 marks)
• A custom concept called “SmallBMW” to extract any small-size models
• A custom concept called “PollutingBMW” to extract any large-size, gasoline-
powered, performance models with all-wheel drive.
• A custom concept called “CleanBMW” to extract any plug-in hybrid model.
Important note: you are required to write a single rule (one line) per custom concept.
b) BMW would like to identify how customers describe the interior of its small cars.
Potential terms of interest may include (but are not limited to) “modern”, “stylish”,
“comfortable”, etc. Propose ONE (1) Custom Concept that allows extracting terms
used in customer feedback to describe the interior of any small-size model. Include
detailed explanations of the choice of rule type, the syntax, and the role of context
sensitivity in this case. [max 300 words] (13 marks)
c) As fuel prices surged in recent weeks, many customers discuss fuel economy on
social media. You are asked to write ONE (1) Custom Category that automatically
classifies feedback that talks about the fuel economy of plug-in hybrid models,
provide a detailed explanation of the rule, and discuss the role of context sensitivity
in this case. [max 350 words] (13 marks)
Important note: you are required to use the custom concept called CleanBMW you
have created in 1a) to create the custom category in 1c).
PAGE 5 OF 8
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.
Figure 1. https://www.facebook.com/BMWUSA
PAGE 6 OF 8
Figure 2. https://www.facebook.com/BMWAustralia
Required:
With reference to the above case, please answer all of the following questions:
a) Discuss TWO (2) social commerce features used by BMW on its Facebook page
(see Figure 1 and Figure 2) to drive booking and boost their sales.
[max 250 words] (13 marks)
b) Explain TWO (2) actionable metrics you could track and measure over time on
the BMW Facebook page (see Figure 1 and Figure 2) to account for its business
goal of increasing customer satisfaction with BMW's products.
[max 250 words] (13 marks)
PAGE 7 OF 8
QUESTION 3 24 MARKS
Figure 3. https://theconversation.com/bunnings-kmart-and-the-good-guys-say-they-use-facial-recognition-for-loss-
prevention-an-expert-explains-what-it-might-mean-for-you-185126
Australia's leading consumer advocacy group CHOICE has recently raised serious
concerns about the use of facial recognition technology to record customers' faceprints
by the Australian retailers Kmart, Bunnings and The Good Guys, finding that most
Australians were unaware of it. According to CHOICE (see Figure 3), these retailers
have been using 24-hour video cameras- such as CCTV footage, which includes facial
recognition technology to capture images of customers’ faces in order to identify their
identities, track their behaviour in real-time through the store, and recognise these
customers in future visits.
Bunnings' chief operating officer Simon McDowell has claimed that "at selected stores,
our CCTV systems utilise facial recognition technology, which is used to help prevent
theft and support the safety of our team and customers".
CHOICE consumer data advocate Kate Bower stated that "Businesses using invasive
technologies to capture their customers' sensitive biometric information is unethical
and is a sure way to erode consumer trust."
PAGE 8 OF 8
Required:
With reference to the above case, please answer the following questions:
Discuss the ethical implications of the use of facial recognition technology by these
retailers. Using relevant ethical theories, explain your answer from the perspectives of:
a) The customers who visit these retailers [max 200 words] (12 marks)
b) The business (retailers) [max 200 words] (12 marks)
— END OF EXAMINATION PAPER —