Theoretical/Conceptual Framework (20pts)

Read the case below.

The growing use of social network sites and online communities provides exciting opportunities for businesses. Online brand communities allow organizations to engage and interact with customers, obtain market information, sell and advertise products, rapidly disseminate information, develop long-term relationships with the community, and eventually to influence consumers preferences and behavior (Dholakia and Bagozzi, 2001, Dholakia, Bagozzi, and Pearo, 2004, Franke and Shah, 2003, Muniz and Schau, 2005, Tedjamulia, Olsen, Dean, and Albrecht, 2005). Brand community is a term that is used to describe like-minded consumers who identify with a particular brand and share significant traits, such as for instance a shared consciousness, rituals, traditions, and a sense of moral responsibility (Muniz and OGuinn, 2001, p. 412). Online brand communities are based on their core value - the brand - and grow by building relationships with and among members interested in the brand (Jang et al. 2008).

There are several possible categorizations of online brand communities, but they are generally grouped into two categories based on who initiates and manages the community; (1) company- initiated communities, built by the company that owns the brand and (2) user-initiated communities, voluntarily built by their members (that is, the consumer) (e.g., Armstrong and Hagel 1996; Kozinets 1999). These two types of brand communities provide different opportunities for marketers. For instance, a brand community on a company website is one of the key determinants of attracting consumers to and retaining customers on the website (Nysveen and Pedersen, 2004). Consumer- initiated online brand communities may provide consumers with useful information about other consumers experiences with the product or service and the strengths and weaknesses of products or services (Jang et al. 2008). The success of online brand communities is heavily dependent on consumer participation in the online brand community. This case is adapted from Roger Bougie.

Suggest a conceptual framework for a study to determine why consumers participate in online brand communities. N.B. State and explain the variables, and the kind of variables they are, which you might use in your research.