Research

Group 2 Presentation
• Literature
• Studies
• Theoretical framework
• Conceptual framework
• Reference validity
 LITERATURE
• A literature review is a body of text that aims to review the
critical points of current knowledge including substantive
findings as well as theoretical and methodological
contributions to a particular topic. Literature reviews are
secondary sources, and as such, do not report any new or
original experimental work.

*Wikipedia.org
 What is a review of literature?

Most often associated with academic-oriented literature,

such as theses, a literature review usually precedes a research
proposal and results section. Its ultimate goal is to bring the
reader up to date with current literature on a topic and forms
the basis for another goal, such as future research that may
be needed in the area.
 How to present a literature review?
1. Introduction
2. Components
3. Definition and Use/Purpose
1.Introduction
• A literature review surveys scholarly articles, books and other
sources relevant to a particular issue, area of research, or
theory, providing a description, summary, and critical
evaluation of each work.
• The purpose is to offer an overview of significant literature
published on a topic
2.Components
• Problem formulation—which topic or field is being examined
and what are its component issues?
• Literature search—finding materials relevant to the subject
being explored
• Data evaluation—determining which literature makes a
significant contribution to the understanding of the topic
• Analysis and interpretation—discussing the findings and
conclusions of pertinent literature
2.Components
• Literature reviews should comprise the
following elements:
-An overview of the subject
-Division of works under review into categories
-Explanation of how each work is similar to and how
it varies from the others
-Conclusions as to understanding and development
of their area of research
2.Components
• In assessing each piece, consideration should
be given to:
-Provenance
-Objectivity
-Persuasiveness
-Value
3. Definition and Use/Purpose
Its purpose is to:
• Place each work in the context of its contribution to the
understanding of the subject under review
• Describe the relationship of each work to the others under
consideration
• Identify new ways to interpret
• Resolve conflicts amongst seemingly contradictory previous studies
• Identify areas of prior scholarship to prevent duplication of effort
• Point the way forward for further research
• Place one's original work in the context of existing literature
In the conclusion, you should:
• Summarize major contributions of significant studies
and articles to the body of knowledge under review,
maintaining the focus established in the introduction.
• Evaluate the current "state of the art" for the body of
knowledge reviewed, pointing out major
methodological flaws or gaps in research,
inconsistencies in theory and findings, and areas or
issues pertinent to future study.
• Conclude by providing some insight into the
relationship between the central topic of the literature
review and a larger area of study such as a discipline, a
scientific endeavor, or a profession.
 Examples
• Literature Review
Regarding the Internet, Berthon, Pitt, and Watson (1996) and Lamb, Hair and McDaniel
(1996) suggest that marketers need to understand the true nature of this medium to enhance its
effectiveness. They add that “value” is a factor that plays an important role in the overall
effectiveness of the web sites. Value relates directly to the quality of the data provided on the site.
Barker and Groenne (1996) investigated the type of value strategies being used on the Internet and
concluded that value in Internet advertising is provided in three ways: information, entertainment
and purchase facilitation. Furthermore, the authors argue that the level of customer involvement
should be taken into consideration when selecting the type of value strategies to implement. This
assertion is consistent with those of Rossiter, Percy, and Donovan (1991). , and with the
Elaboration Likelihood Model (Chaudhuri & Buck, (1995).

Traditional consumer behavior literature would suggest that intense product information is
vital for high involvement product web sites, while entertainment content may be more fit for low
involvement product sites (Chaudhuri & Buck, 1995; Petty & Cacioppo, 1983).

Additionally, the primary reason fo r distinguishing between high and low product
involvement is that habit, intuition and convenience sometimes guide the actions of consumers
rather than rational considerations (Lamb, 1996).

Source:VALUE-BASED ADVERTISING ON THE INTERNET:A LITERATURE REVIEW

Nabil Y. Razzouk
Studies