Questions:
1. There are three basic features that should be present in any theoretical framework. Discuss these features?
2.(i) Is there or are there any alternative approaches that would allow jesse to develop a conceptual model?
(ii) Describe the advantages and disadvantages of undertaking a literature review to develop a model?
(iii) Describe the advantages and disadvantages of the alternative approaches that you have come up with?
3.(i) label the variables of jesse’s conceptual model in terms of independent, dependent, moderating and /or mediating variables?
(ii) Explain the general difference between the moderate and mediate variables?
4. Develop the relevant hypotheses based onJesse’s model (use directional hypotheses)?
5.(i) Provide a thorough evaluation of Jesse’s argument?
(ii) Provide a better explanation of why we would expect these relationship to exist?
1. The basic features of theoretical framework are:-
i- The factors which are considered to explain the study should be clearly discussed and labelled. The relationship between these factors and how they are interrelated.
ii- Literature survey i.e the facts from the previous research and findings.
iii- Graphical representation or schematic diagram of the theoretical framework that reader can easily understand what the researcher wants to represents.
The theoretical framework is the comprehensive way of researcher how to show the facts about the study he is doing clearly and precisely. The proper labelling of the facts he wants to highlight about the study. Like if we take the example of the given topic of ‘the social network’, the proper framework of the study done is given with the help of the examples ofApple community, Harley Davidson community etc. how managers of the community attract the people and engage them with it. This help in dispersion of the various new ideas with community members.
The discussion of the previously found facts and relating it with the newly found variables should be comprehensively shown in the theoretical framework. This will help the reader to have a keen look on labelled features.
The most important feature in the theoretical framework is the graphical representation of schematic diagram representation of the variables which are discussed in the study. This is a clear picture which shows and helps the reader to comprehend the theoretical explanation of the variables.
2- a) As the study shows that jesse has only considered the literature survey of the online communities. There are some other ways in which jesse could develop the conceptual model. These are:-
b) The following are the advantages and disadvantages of literature review:-
c) The following are the advantages and disadvantages of the alternative approach:-
3.a) The following are the variables of jesse’s conceptual model:-
3.b) The following are the differences between the moderate and the mediate variables:-
Moderators:-
Moderator variable is basically a qualitative and quantitative (like reward level) variable. Like if we talk about the social networking sites which attract people by placing rewards on certain items and things, this make this variable a dependent variable. Moderator represents the interaction between independent variables and appropriate condition of a factor in operation (Teel,1983).
Mediators:-
Mediators are the variables which work between the independent variable and outcome variables. Like we talk about the entertainment value of the social networking sites it plays a mediate variable between the independent variable and the outcome variables.
4. As the model developed by Jesse after the literature survey of the social networking sites. The following hypotheses can be done:-
To increase the satisfaction of the member in a particular community the basic variable needed is the informational value from which the researcher get to know about the study and concluding independently discovering the facts from the information give huge encouragement to get deep into the study of brands or anything else.
With the increase in the knowledge about the particular brand the social interaction of the member increases(Garrett, 2010). This means that self-discovering of the ideas has higher value to provide satisfaction the member than just collecting the information when dependent variable social interaction and social enhancement values are considered.
If we talk about the entertainment value (like playing games or listen music online) provide higher level of satisfaction to the members and further reward value helping as a moderator to make it an outcome variable.
If the satisfaction of the member increase higher that it further increase his/her loyalty towards the particular brand community.
These are the hypotheses which can be done by considering the Jesse’s conceptual model.
5.(i) According to Jesse’s argument, people who love some particular brands will access it from the comfort of their home by showing intentions to join that online brand community. The increase in the driving values from the online brand community will rise the eagerness of the member to join it and start participating in it. Therefore it always important to know from which values the members got drive to join the community. These values include the informational values, self – discovering values, self- interaction values, self-enhancement values, entertainment values and the reward values. These values will play a role to rise the satisfaction of the member and this satisfaction will make him to join the community. Once the member got completely satisfied with it, it’s loyalty towards the brand community will keep on rising and shows his future intentions towards community. This is how Jessecomes into the conclusion about the online networking sites.
(ii) The research details shows that there are certain values which rise the relationship between the members and the community. The entertainment provided by online communities through fun by playing games or interacting with others( Dholakia, Bogozzi and Pearo 2004) or by encountering and solving the online challenges or contests(Mckenna and Bough, 1999). This participation of members’ rise the entertainment value of the social networking sitesand attract other outside members to join the community. This rise the perceived value of site and increase in the satisfaction of the members. These variables increase the relationship between the member and the community.
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