Concerning the structure of the report as you may see in the individual report guidelines the structure should be exactly the following plus to use these bullet points as headings:
• Briefly describe the phenomenon of online consumer engagement and the use of visuals in online communities (What is it about?)
Introduction/Description of consumer engagement in online communities and how/which visuals are applied for this purpose (using examples from literature for different definitions)
• Briefly describe the Methodology which has been followed for each journal article
Methodologies and discussions which support this
• State the variables which are proposed for: online consumer engagement and online branding
Online consumer engagement Scales and discussions that support these
Online branding scales and discussions that support these
• State a hypothesis for each journal article stating whether the factor will have a positive or negative effect on consumers’ engagement and branding
State a hypothesis for each journal: will this have a positive or negative effect on consumers’ engagement and branding?
• Which is the contribution of this paper? Describe it based on the paper’s discussion section.
Contribution of each paper: what new is this paper adding to branding and consumer engagement in online communities literature? What new is this paper adding to a particular theory?
