According to Jesse, “members will probably be satisfied with an online brand community and have the intention to participate in the community when they derive value from the community. Therefore it is important to know which values members may derive from participating in an online brand community.”Athorough review of the literature has convinced Jesse that participation in online brand communities depends on the communities’ perceived informational value,self-discovery value, social interactivity value, social enhancement value, entertainment value, and reward value (e.g., Dholakia, Bagazzi, and Pearo 2004; Flanagin and Metzger 2001).Figure 1 provides a graphical representation of Jesse’s ideas.QUESTIONSA good theoretical framework identifies and defines the important variables in the situation that are relevant to the problem and subsequently describes and explains the interconnections among these variables.
1. There are three basic features that should be present in any theoretical framework. Discuss these features. (5 marks)Jesse has undertaken a literature review to develop his conceptual model.
2a. Is there or are there any alternative approaches that would allow Jesse to develop a conceptual model?(5 marks)
Self-discovery value Social interactivity value Social enhancement value Entertainment value Reward value Member’s satisfaction Loyalty toward online brand community intention to participate Informational value.
42b. Describe the advantages and disadvantages of undertaking a literature review to develop a model.
2c. Describe the advantages and disadvantages of the alternative approach that you have come up with.
3a. Label the variables of Jesse’s conceptual model in terms of independent, dependent, moderating, and/or mediating variables.
3b. Explain the general difference(s) between moderating and mediating variables.
4. Develop the relevant hypotheses based on Jesse’s model(use directional hypotheses)
