QUESTION 16 is the effort to gauge online sentiment toward a brand, product, or marketing campaign Value proposition research Digital advertising research Social media monitoring Social media listening

1. We are asked to identify the term that describes the effort to gauge online sentiment toward a brand, product, or marketing campaign. 2. The four options given are: - Value proposition research - Digital advertising research - Social media monitoring - Social media listening 3. Value proposition research and digital advertising research focus on different aspects of marketing. The terms that relate to examining online sentiment specifically are the latter two: social media monitoring and social media listening. 4. Social media monitoring typically involves tracking brand mentions and data in real time. Social media listening goes further by analyzing the data to derive insights about how the brand is perceived online. 5. Since the goal is to gauge sentiment (i.e., interpreting and analyzing the conversation online), the correct answer is: \[ \text{Social media listening} \]