Differentiating for Learning Profile

Differentiating for Learning Profile Learning profiles refer to the ways in which learners are able to process and understand what they are taught. The main objective of differentiation by use of a learning profile is to establish an education system that effectively supports various forms of instruction, which can assist students with different learning abilities to study with ease.Advertising We will write a custom essay sample on Differentiating for Learning Profile specifically for you for only $16.05 $11/page Learn More The major components of the profile include the student’s learning styles, multiple intelligences, and learning environments (Adams Pierce, 2006, p. 53). This paper is aimed at making out the various differentiating methods as well as outlining how they work. It is difficult to find a classroom with students of the same intelligence quotient. Students differ in terms of language proficiency, readiness to learn, and the ability to understand what they are taught. In spite of these differences, students in the same classroom are all expected to understand and master the contents of what they are taught. Therefore, it is advisable that teachers develop teaching strategies that will ensure that every student learns with ease (Adams Pierce, 2006, p. 56). The leading principle in differentiated teaching styles is that the students learn best when they are allowed to relate their experiences and interests, to what they learn in the classroom. For that reason, the students get to master the concepts in curriculum when the instructors take them beyond the point where they require assistance in order to learn (Turville, 2008, p. 47). Differentiated learning requires an effective planning and the acknowledgement that students with different learning abilities have diverse experiences and interests when it comes to class work. There are various techniques that teachers can apply in differentiated learning for students with different learning abilities. T he first strategy is the differentiated process, which is based on how the students understand and absorb the concepts and skills they are taught. The differentiated process takes into consideration factors such as the student’s learning styles and the standards of performance that are required for a particular age (Tomlinson, 2001, p. 80). In the differentiated process, the students are allowed to learn based on the areas of the curriculum in which they experience most difficulties, or through the methods they feel are the easiest for them to understand what they are taught. Most teachers prefer to use the students’ multiple intelligence to provide the differentiated teaching based on the process (Tomlinson, 2001, p. 82).Advertising Looking for essay on education? Let's see if we can help you! Get your first paper with 15% OFF Learn More Multiple intelligences make it easy for teachers to categorize the students into different groups, including those who prefer practice in reading and the ones whose understanding is enhanced by manipulating objects that are associated with the content of what they are taught (Tomlinson, 2001, p. 83). The second strategy, the differentiated products, is based on what the student is able to produce in relation to what he is taught. In the differentiated product approach, the teacher can assign tasks to the students in accordance with how they master the concepts that they are taught, or in line with their preferences (Tomlinson, 2001, p. 86). The main objective of the differentiated product method, therefore, is to allow the students to demonstrate their understanding in relation to the concepts they have learned, based on their abilities, preferences, and interests (Tomlinson, 2001, p. 87). The last, the differentiated content, is based on the content that the students have been able to understand. Students are likely to show a varied level of mastery of the concepts that they have been ta ught; some students may demonstrate a partial mastery, while a good number of them may show a complete unfamiliarity with the concepts that are taught, even as some may demonstrate a perfect mastery (Tomlinson, 2001, p. 73). In the differentiated content approach, the teachers are expected to differentiate learning by designing tasks that include all the areas outlined in the Bloom’s taxonomy. The main advantage of differentiated content is that it allows the teachers to easily assign the students the specific content they are supposed to learn at a given time (Tomlinson, 2001, p. 74). The creation of a class that supports multiple ways of learning is done in two steps. First, a teacher should get to understand his or her students. This will help the teacher in determining the strengths of every student in a particular learning area. The teacher will also be able to identify each student’s interests and preferences (Turville, 2008, p. 49). The second step involves the identification of sections of the curriculum that are adaptable to the differentiated learning. This can be done by determining the best ideas for tasks, assessment, and activities that are related to a particular concept (Turville, 2008, p. 50).Advertising We will write a custom essay sample on Differentiating for Learning Profile specifically for you for only $16.05 $11/page Learn More The last activities of the teachers in the differentiated learning strategy involve adding variety to the teaching styles they carry out to ensure they assist the students in developing a repertoire approach to learning. The most effective ways of accomplishing these tasks entail developing a general work plan that can make easy and enhance the use of materials, space, time, and nurture the existing students’ abilities in the classroom. This approach also involves the adoption of brainstorming methods geared toward enhancing delivery techniques that target visual and auditory students, and the identification of other options for assessing the understanding and absorption rates of each student in the classroom (Adams, Pierce, 2006, p. 58). References Adams, C., Pierce, R. (2006). Differentiating instruction: A practical guide to tiered lessons in the elementary grades. Waco, TX: Prufrock Press. Turville, J. (2008). Differentiating by student learning preferences: Strategies and lesson plans. Larchmont, NY: Eye on Education. Tomlinson, C. A. (2001). How to differentiate instruction in mixed-ability classrooms. Alexandria, VA: Association for Supervision and Curriculum Development.

Gun Control Essays (436 words) - Gun Politics, Firearms, Gun Control

Gun Control Essays (436 words) - Gun Politics, Firearms, Gun Control Gun Control Guns don't kill people; people kill people is more true than gun control advocates admit. Look at the number of murders committed each year without guns. Stabbing deaths occur as often as gun deaths in this area and elsewhere. Would those who favor gun control also call for knife control? Do you think persons intent on murder are not imaginative enough to kill without guns or knives? I recall the 1982 murder of a woman with a sledgehammer by her estranged husband at a nearby shopping center. Watch how quickly the art of poisoning returns should other weapons be outlawed. Prejudice Against Guns Face it: People who want government enforced gun control are prejudiced against guns and gun owners. Having already made up their minds that guns are inherently evil, they reject facts to the contrary. They forget that ordinary citizens own guns primarily for hunting, target shooting, and as collectibles, as well as for self-defense. Worse than being prejudiced, those wanting laws to control gun ownership are dangerous! For the doubtful possibility of saving some innocent lives, they would deny ordinary citizens their right to keep and bear arms. These are the same people who would use the force of government to deny you other human rights as well, which do not fit their ideas about society. That is anti-liberal! Guns for Self-Defense When it comes to self-defense, guns are important to some people, especially women, the poor, and the elderly. Consider how many rapes, muggings, and burglaries are prevented by a potential victim flashing a gun. Even so-called Saturday night specials will frighten criminals away. In fact, these cheap guns are the choice of poor people, who are most likely to be victimized and least able to afford expensive guns for self-defense. The show of any gun can be a deterrent to crime. A recent attempted robbery in a nearby town was foiled when the victim stabbed and shot one of his assailants, scaring off the other two. We can only guess what would have happened to the victim if defense with weapons were not possiblebut he would have been robbed for certain. A Protection from Government Those lobbying for laws to control guns assume the government police will always be benign. There are many formerly free countries that are now dictatorships where citizens made that mistake. Just imagine what government officials would do with records of gun ownership if our government became totalitarian. Not all that many years ago, a gun might have been the only thing that saved some blacks in this country. Even government police posed a danger to you if you were black and became uppity. How easy it is for those who would have the government control guns to forget!

Of Mice and Men Essay Example | Topics and Well Written Essays - 500 words

Of Mice and Men - Essay Example It is often said that ‘In tragedies, the central character comes to a realization about his life or an understanding of life in general as a result of his suffering. This true of in the case of Of Mice and Men also. This paper explains how the central character George Milton of Mice and Men realize about his life as a result of his suffering. The central characters of this novel are two migrant field workers; George Milton and Lennie Small. Milton was an intelligent man whereas Lennie Small, was a man with limited mental abilities. His behaviors were just like that of a child. During Great Depression, they traveled to different parts of California in search of fortune. Lennie created lot of problems to George since he was mentally retarded. George protected Lennie from mishaps and attacks from others. However, Lennie’s mental problems finally forced him to commit serious crimes like unintentional killing of a woman. George realized that Lennie is going to suffer a painful death penalty. The only thing George could do for his friend was to allow him to die peacefully without pain. George forced to shoot Lennie to save him from pain full death penalty. George dreamed of a prosperous future life even when he faced lot of troubles. He was optimistic and thought that the future life would be a happy one. However, his dr eams never came true and he forced to kill Lennie to save him from painful death.

Wk 3 disc(6100) Essay Example | Topics and Well Written Essays - 500 words

Wk 3 disc(6100) - Essay Example Because of this circumstances and impending threat, Patricia is experiencing anxiety and very nervous when she consulted Lisette. Moreover, she has already lost 15 pounds. In counseling, the one of the counselor’s role is to help the clients create their own road maps that would help them resolve their problem on their own. It is also a practice that counselor’s must not let their clients depend on them emotionally so they can become independent and realize that they make their own choices. In this case, this has not been observed since Shaun allowed himself to have an intimate affair with the counselee. In section 2.5 of the 2005 ACA Code of Ethics, counselors are prohibited from engaging in sexual or intimate affairs with their clients. Doing so means abuse of power since the counselor takes advantage of the vulnerability of the client. Koocher and Keith-Spiegel (1998) asserted that confidentiality is considered as â€Å"a cornerstone of the helping relationship†. Moreover, the element of trust has been betrayed which is the keystone in counseling. Shaun has gone beyond his limits and showed subjectivity by even threatening Patr icia to stop assisting her. Fisher ( 2008 ) argued that the counselor must be very aware that the â€Å"primary obligation† is again the protection of information , not just the protection of rights (Ethical Standard 4.01, Maintaining Confidentiality). Therefore, Shaun cannot disclose any information to anyone especially to Patricia’s live-in boyfriend. If he does, then he is liable for violating the Code of ACA. Lisette then must act immediately to protect the counselee from harm by requesting a transfer of the counselee to another counselor ( in this case, Lisette). Indeed, the situation has become complicated since Lisette has to deal with Shaun and at the same time, earning Patricia’s

The Current and Future use of Internet Technologies for LLOYDS TSB Essay

The Current and Future use of Internet Technologies for LLOYDS TSB Bank - Essay Example The first ATM put up by City Bank of New York heralded the era where technology graduated from being a superficial accessory to being an integral part of the entire banking process. The present form of online banking finds its roots in the pioneering initiative launched by four of the major banks of New York, Citibank, Chemical Bank, Chase Manhattan and Manufacturers Hanover bank. These banks simultaneously, yet individually, offered home banking services that allowed bank customer to maintain records as well as carry out transactions without leaving the comforts of their home (Mary J.C., 1997) Internet Banking received a major boost with the rapid development and penetration of banking activities conducted over the internet. Activities like money transfer and securities trading can be done through internet banking. It’s a virtual bank in itself which is often an extension of its brick and mortar model. With expanding information technology it is wise for the banks to adopt and leverage it, for expansion of business and better and faster delivery of services to the customer. Some of the benefits of internet banking are:Â   Internet banking is being used both in B2B (business to business) and retail banking. There are also some banks which only have a virtual presence, for example Nexity Bank. Generally bigger banks tend to offer internet banking. This is because smaller banks often find the cost of the service unprofitable before they expand to a certain scale (Gup B.E., 2003) Lloyds TSB is the largest retail bank in UK serving over 30 million customers. Being one of the largest banks in UK and the world, it has taken to internet technology in a big way and offers an array of services to its customers over the internet. Some of the internet banking services offered by TSB are like payment of bills, management of direct debit and standing orders, online application for savings account– over draft –

Public Police and Private Security Essay Example for Free

Public Police and Private Security Essay Abstract         Public police and private security agencies will hardly find a compromise. Public police votes for limitation of private security rights. Private security becomes more popular with the increasing criminalization of the society. In reality, the objectives of public police and private security significantly differ.       The increasing popularity of private security agencies has raised substantial concern among the public police officers. The objectives of public police and private security differ, but public police agencies fear that private security will bury traditional policing standards, and will replace the major policies objectives and responsibilities.          In the general structure of public policing responsibilities, private security guards traditionally fulfill â€Å"supporting roles†. By hiring contractors, some federal agencies save up to 50 percent of their traditional expenditures. â€Å"One firm provides security for six major public transit systems around the country, transports prisoners, maintains booking and security for a juvenile assessment center, and supplies security for court houses in 40 states† (Youngs, 2004). Although private security agencies possess full range of policing equipment, personnel, and opportunities, such agencies are permanently restricted from fully participating in public policing. Potentially, private security and public policing could have similar objectives, but public policing remains purely a state structure. Public police agencies use private security firms to concentrate on their major tasks. In many aspects, these strategies remind outsourcing principles, which are often employed business. In Ontario, private security was given some freedom â€Å"to observe, report, and deter [†¦] elsewhere private security companies are offering quasi-police services in low-income housing projects† (Harman, 2000). Although private security and public policing could effectively combine their efforts, and work for the decrease of criminalization in the country, public policing insists on the fact that public police and private security cannot follow the same objectives.   Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Ã‚   Public policing continues fulfilling its â€Å"traditional crime-fighting duties. Private security carry out their mission of protecting their companies or clients’ people, property, and information, while at the same time serving the homeland security objectives† (COPS, 2004). Private security and public policing are still too far from joining their efforts and objectives for the benefit of criminal situation in society. References COPS. (2004). Private security / Public policing. Harman, A. (2000). Private security use debated. Law Order, 48 (6), pp. 125-126. Youngs, A. (2004). The future of public / private partnerships. FBI Law Enforcement Bulletin, 73 (1), pp. 7-12.

Social Networking Relationships

Social Networking Relationships Social Networking Relation 1.0 Introduction â€Å"Social networking is really recommendation between people about the things that they are interested in and they like†¦ this has stimulated people’s attention in terms of the importance of public relation. The people who are going on these sites didn’t want to be monetised, they didn’t want to be advertised to, so again editorial communication is so powerful, they would rather be communities that can exchange views that are untarnished.† Sir Martin Sorrell Social media is a global phenomenon in which old demographics no longer apply. Conversations happen at the click of a button. New communities are born every day and brands need to be involved; in the first instance to listen, and then to participate. Social media is booming. Every day new statistics, white papers and articles appear discussing its continued growth. Independent market analyst Datamonitor (2008) has revealed how quickly the number of people participating in online social networking is growing: the United Kingdom currently leads Europe, in terms of membership, and is expected to reach 27 million users a threefold increase on todays figures by 2012 (www.datamonitor.com). â€Å"Social networking sites are the reality television of the Internet,† said Jon Gibs (Senior Director of Media, Nielsen//NetRatings). â€Å"The content is relatively inexpensive for publishers to produce, and social networking is not a fad that will disappear. If anything, it will become more ingrained in mainstream sites, just as reality TV programming has become ubiquitous in network programming,† Gibs continued (www.acnielsen.com). â€Å"However, again like reality programming, the concept of ‘reality’ alone, or in this case ‘social networking,’ is not enough. In this competitive marketplace, sites also have to provide consumers with distinct content they can identify with.† A new survey reveals that almost 50 percent of attorneys are members of online social networks and over 40 percent of attorneys believe professional networking has the potential to change the business and practice of law over the next five years. â€Å"Online professional networking is a growing area of importance in the legal industry,† said Ralph Calistri, Chief Executive Officer of Martindale Hubbell and senior vice president of Global Client Development at LexisNexis. â€Å"As we develop a global network for the legal community through Martindale-Hubbell, objective research such as this survey by Leader Networks serves as an important way for us to listen to clients and guide our efforts.† Table: United States: Top 10 Social Networking Sites (March 2008) Source: AC Nielsen The Internet has broadened the area of word of mouth influences from interpersonal communication among acquaintances to online communication to general public (e.g. posting reviews). Harrison-Walker (2001) defined word of mouth as â€Å"informal person-to-person communication between a perceived non-commercial communicator and a receiver regarding a brand, a product, an organization, or a service.† Marketing practitioners try to encourage such â€Å"informal† communication in a positive manner, and several approaches such as â€Å"viral marketing† (Wilson 2000) and â€Å"buzz marketing† (Rosen 2000) have been developed. Facebook was created in February 2004 by Mark Zuckerberg, a student at Harvard University. According to Zuckerberg, â€Å"The idea for the website was motivated by a social need at Harvard to be able to identify people in other residential houses† (Moyle, 2004). Today Facebook has more than 7.5 million registered members at over 2,000 U.S. colleges and is the seventh-most-popular site on the entire Web with respect to total page views (Cassidy, 2006). Social networking sites are online spaces that allow individuals to present themselves, articulate their social networks, and establish or maintain connections with others. These sites can be oriented towards work-related contexts (e.g. LinkedIn.com), romantic relationship initiation, or connecting those with shared interests such as music or politics (e.g. MySpace.com). Users may use the sites’ communication tools to interact with those they know from offline contexts, such as school, or they may use the sites to meet new people. The way in which these sites allow for new connections to be made between individuals has resulted in proposed legislation which would bar libraries and schools to block minors’ access to social networking sites such as MySpace and Facebook (McCullagh, 2006). MySpace in particular has generated public concern due to its large member base 78 million registered accounts according to one source (Wright, 2006) many of whom are teenagers. There is little academic work examining online social networks. A 2005 survey of academic community members found that 90% of the undergraduates participated in a social network community, primarily Facebook, MySpace, and Friendster, and that many of them disclosed personal information such as email address (Stutzman, 2006). In her ethnographic work examining self-presentation and social connections among Friendster users, boyd (2004) notes that users have a variety of motivations for using the site, including connecting with old friends, meeting new acquaintances, dating, and furthering professional networks. In one of the few pieces to examine this new breed of online fora, Donath and boyd (2004) point out that one of the chief hallmarks of these sites is that links between individuals are mutual, public, unnuanced and decontextualized. In the sites that Donath and boyd examine, public displays of connections serve to warrant, or signal the reliability of, one’s identity claims. Social networking sites are distinguished from the first wave of virtual community sites in that they allow for both maintenance of existing social ties and formation of new connections. A hallmark of the early research on computer-mediated communication and virtual communities in particular is the assumption that individuals using these systems would be connecting with those outside their pre-existing social group or location, liberating individuals to form communities around shared interests, as opposed to shared geography (Wellman et al., 1996). However, some online community researchers have explored how online communities present opportunities for people in a common offline community to extend their interaction. Such a theme is articulated by Wellman et al. (1996), who note that â€Å"Although CSSNs [computer supported social networks] do transcend time and space, not all ties are either totally on-line or off-line. Much on-line contact is between people who see each other in person and live locally† (p.222). 1.1 Research Question This research studies the importance of social networking sites and aims to identify how motivations for using social networking sites influence the degree of interaction and the generation of word-of-mouth. Next, in order to study use patterns of social networking sites between users in United Kingdom and to explore the relationship between the degree of interaction and the generation of word-of-mouth, the following questions are generated. Why / how often do people use social networking sites? Are social networking sites users generating word-of-mouth? If so, what makes users generate word-of-mouth? Do the motivations of using social networking sites influence on the degree of interaction or on the generation of word-of-mouth? H1 Exploring the relationship between the purpose of using social networking sites and the degree of users’ interaction H2 Exploring the relationship between the purpose of using social networking sites and the generation of word-of-mouth H3 Exploring the relationship between the degree of users’ interaction and the generation of word-of-mouth in social networking sites Main Research Question: How effective are motivations for using social networking sites influencing degree of interaction and word of mouth in United Kingdom? At the same time, the growing importance of word-of-mouth on social networking sites is understood and discussed by both marketing practitioners and academics, and online word-of-mouth communication is considered as a new marketing tool (Kozinets, 1999; Croteau, 2006; Peattie, 2007; McKinsey Quarterly, 2007). Due to the similar characteristics between social networking sites and word-of-mouth communication, namely, relationship and interaction among people, a number of researchers tried to find out the connection between online communities and word-of-mouth, then, came up with various ways to measure word-of-mouth in the virtual world (Kozinets, 2002; Godes et al, 2005; Dwyer, 2007). In addition, after their introduction, social networking sites brought in a new organisational framework for online communities. According to Boyd and Ellison (2008), early online communities were constructed as ‘communities of interest’, but social networking sites these days are constructed as personal. In other words, social networking sites are centred around people rather than topics or ‘topical hierarchies’. 2.0 Literature Review 2.1 General Overview The study of personal influence and the idea that there are certain people who are especially influential over others has fascinated researchers, practitioners, and the general public for more than 60 years. Variously named in academic and popular circles, these people have been called opinion leaders (Katz Lazarsfeld, 1955), early adopters (Rogers, 1962/2003), influential (Weimann, 1994), and Influential Americans ® (Keller Berry, 2003), while the process of personal influence has been linked to, or synonymous with, various phenomena such as compliance gaining (strategic attempts to seek compliance from others in interpersonal settings; Wilson, 2002), the diffusion of innovations (how ideas spread in a culture; Rogers, 1962/2003), buzz (contagious word-of-mouth commentary about products, services, brands, and ideas; Walker, 2004), and tipping points (the point at which an idea, behavior, or product â€Å"tips,† crossing a threshold from being a minor phenomenon to a wild epidemic; Gladwell, 2000). Numerous organizations, for-profit and not-for-profit, in an assortment of industries (consumer products, fashion, health care, law, higher education, etc.) have sought to capitalize on a renewed awareness and interest in the influential role that informal conversation and relational networks play internally to an organization (e.g., in terms of sharing knowledge within and across organizational units; Cross Parker, 2004; May Zorn, 2002) and especially to external audiences (e.g., in the case of viral and buzz marketing). Thus, although the power of stimulating word-of-mouth and relational networks has been known for some time (Arndt, 1967; Whyte, 1954), a more recent phenomenon is when certain firms seek to consciously engineer buzz in relational networks (Balter Butman, 2005; Dye, 2000; Godin, 2001; Ozcan, 2004; Rosen, 2000;Walker, 2004). For example, some firms (such as Big Fat Inc.) pay people to go out and talk up a brand, either in face-toface or online settings, where the fact that they are employed by a marketing agency is not disclosed (a form of â€Å"undercover† marketing). Other firms (such as BzzAgent, Inc.) actively recruit volunteers who willingly participate in a campaign by going out and buzzing the product or service (oftentimes in exchange for points that can be redeemed for prizes or the knowledge that they are the first among their peers to have access to a new product) and then report back to the buzz marketing company their own and others’ feedback about the product (the company then compiles and analyzes these various reports from the field and presents them to the client). Still others (e.g., Proctor Gamble’s Tremor program) form an extensive network of carefully selected teenagers to create buzz among peers for their clients’ brands and products (Wells, 2004). These distinct kinds of organizational marketing practices have raised a number of ethical concerns, some more than others. In addition to whether or not the institutional identity of the agent is disclosed, whether or not the person buzzing the brand is doing so for some form of compensation, and whether or not agents involve minors younger than age 13 (Wells, 2004), a significant concern is that through buzz marketing marketers are better able to infiltrate everyday conversations and relationships (Walker, 2004), which might be regarded as further instantiation of corporate colonization of the lifeworld (Deetz, 1992). With traditional forms of marketing and advertising efforts, consumer audiences can â€Å"tune out† or â€Å"turn off† the advertising. However, what happens when the marketing is your friend or family member, in online and offline conversations? Is society increasingly falling prey to the â€Å"commercialization of chit-chat?†(Walker, 2004). Although these concerns are not new— for example, marketing to known others has been well-documented and critiqued in terms of Tupperware parties (Frenzen Davis, 1990; Taylor, 1978) and multilevel marketing companies (Biggart, 1989; Carl, 2004; Fitzpatrick Reynolds, 1997)—the fact that increasing numbers of well-known, mainstream organizations seek to amplify buzz in social networks has elevated the concern (Vranica, 2005). 2.2 Word of mouth Word-of-mouth has grown in popularity over the past several years as a marketing and research medium (BzzAgent, 2005). Marketers seeking to find new methods for reaching customers and communicating with them have wondered if word-of-mouth could provide a potential solution to the dwindling return of traditional marketing platforms. Since the beginning of organized marketing programs, marketers viewed word-of-mouth as an incredibly valuable, yet uncontrollable, result of effective marketing practices. Many marketers have implemented plans to fool word of mouth into occurring, seeding the marketplace with shills (paid actors talking up products and services). They found the results effective but extremely risky, since consumers didn’t like being deceived. In recent years, a number of companies have formed, seeking to harness the power of authentic word of mouth (BzzAgent, 2005). By organizing real consumers, they train them to share their honest opinions more effectively. Defining word of mouth can be tricky, especially in light of the Internet and recent emergence of buzz marketing firms. According to Buttle’s (1998) review of marketing research, Arndt (1967) discussed word of mouth as face-to-face communication about a brand, product, or service between people who are perceived as not having connections to a commercial entity. Bone’s (1992) definition is similar though she noted that word of mouth could be a group phenomenon: â€Å"An exchange of comments, thoughts, and ideas among two or more individuals in which none of the individuals represent a marketing source† (p. 579). Stern (1994) distinguished word of mouth from advertising in that word of mouth is face-to-face, interactive, ephemeral, spontaneous, and does not include such features as clever turns of phrases or jingles. Buttle (1998), however, found these definitions unsatisfactory because (a) Word of mouth can include talk about an organization (in addition to a brand, product, or service), (b) it can be electronically mediated (such as cell phone, chat rooms, e-mail, Web sites, â€Å"tell-a-friend† hyperlinks, etc.), and (c) more and more companies may offer incentives or rewards for consumers to spread word of mouth or make referrals (e.g., to refer friends and family members for a company’s services). Buttle concluded that currently the only distinguishing feature of word of mouth may be that â€Å"word of mouth is uttered by sources that are assumed by receivers to be independent of corporate influence† (p. 243). In contrast to traditional word of mouth marketing research, research on buzz marketing is still in its infancy. Verlegh, Verkerk, Tuk, and Smidts (2004) mentioned, but did not study, buzz marketers in their experimental research on whether or not financial incentives used when stimulating customer referrals alter the meaning of the situation such that consumers would perceive the word of mouth episode to be â€Å"persuasive† rather than just friendly, peer advice. Thomas (2004) represented an early conceptual piece on buzz marketing where it was defined as the â€Å"amplification of initial marketing efforts by third parties through their passive or active influence† (p. 64). An early empirical study that applied insights from existing word of mouth and social network research from a firm’s perspective was conducted by Godes and Mayzlin (2004). Abundant research demonstrates that word of mouth (WOM) is one of the most influential channels of communication in the marketplace. The reasons for WOMs power are evident: word of mouth is seen as more credible than marketer initiated communications because it is perceived as having passed through the unbiased filter of people like me. At a time of declining trust in institutions, research shows that its influence is growing stronger. In a recent national survey (Harris Interactive, 2006a), U.S. consumers were asked which information sources they find useful when deciding which products to buy in four common product categories. WOM and recommendations from friends/family/people at work/school were by far the most influential sources for fast food, cold medicine, and breakfast cereal. For personal computers, a highly technical category, we saw a strong reliance on expert advice in the form of product reviews and websites, followed by WOM as the next most useful. The consumer marketplace in which any enterprise operates is a complex, dynamic system. A study found that disinterested, ill-prepared and unwelcoming salespeople lead to more lost business and bad word-of-mouth than any other management challenge in retailing. There are a variety of different triggers for having a bad shopping experience, including things like parking or how well the store is organized. Some of those things retailers can do something about and some of them they cant. But frankly, a very important part of the retail experience is the interaction with the sales associate, says Wharton marketing professor Stephen J. Hoch, director of the Baker Initiative. In a telephone survey of 1,000 shoppers who were asked about their most recent retail experience, 33% reported they had been unable to find a salesperson to help them. Many of these shoppers were so annoyed by this one problem that they said they would not return to the store. According to the Wharton analysis, sales associates who are missing in action cost American retailers six percent of their customers. Add to that the 25% of consumers reporting they were ignored outright by sales associates no greeting, no smile, not even eye contact (Arndt, 1967; Aaker et al, 1996; Reingen and Kernan, 1986). This lack of engagement turned off three percent of customers to the point where they said they would permanently stay way from the store in which they encountered this behaviour. Hoch remains puzzled by sales associates who retreat from potential customers. You would think that if these sales associates are spending the whole day interacting with people, they would be a lot happier in their own life if they were friendly. Instead, they pull into their shell (Brown and Reingen, 1987). Whats wrong with saying, Hi, how are you doing?' According to Paula Courtney, president of the Verde Group, survey respondents were not frustrated by sales associates who seemed overworked or outmanned by shoppers. Its the conscious ignoring that irritates them, she says. Customers would walk into a store and the store representative would see them and continue to put items on the shelf or watch the cash register or do administrative work absolutely ignoring the fact that an actual person was in the store (Cox, 1963, cited in Brown at el, 2007). In the above example, the degree of interaction was bad with consumers at a particular retail outlet. This provided bad word of mouth and hampered long term sustainability for the retailer. In other words, this forms the central part of the dissertation that degree of interaction and word of mouth are slightly interrelated. 2.3 Motives of Social networking British anthropologist Robin Dunbar estimates that humans can only maintain stable relationships with around 150 people. That number refers to significant relationships like those in a family or tribe and other purposeful groups. Yet in todays over-informed digital business world, where bloated data moves at the speed of thought, its not who you know that really counts, but who knows you (Kozinets, 1999; Boyd and Ellison, 2008). Professional online social networking tools are invaluable in creating personal brand equity and raising awareness about who you are, especially beyond your 150 closest friends (BBC News, 2005). Online social networking software enables you to find quality people who may not be familiar with you, or with your organization, and creates an opportunity to connect with them and sell them on your opportunities (Boyd and Ellison, 2008). They may be unfamiliar with your company or business, or may not have even been looking for something. Because you already know someone who knows them, you can feel more comfortable that they are a quality prospect or at least can do some checking around (Boyd and Ellison, 2008). Also, because of that mutual connection, you can more easily overcome cumbersome barriers and begin a relationship with a little more trust and warmth than with a total stranger. Like Six degrees of Kevin Bacon, social networking sheds light on the contacts you never knew you had. For example, you can contact people in your network to: Rekindle old connections Maximize value in your weak connections Build business relationships with clients or hiring managers Find and meet prospective job-seekers Grow a referral network Heighten your corporate and personal brand Make new connections and grow your sphere of influence Open doors to future career opportunities, increased pay, or promotions Increase visibility, which improves influence and effectiveness internally with your organization as well as externally Social networking also helps you find new leads for networking into companies to: Educate yourself and ask questions about other organizations Conduct competitive intelligence on companies, industries, or individuals Make fewer cold calls and better prepare for them Leverage contacts you already have With the help of existing literature, Ridings and Gefen (2004) categorised four reasons to join online communities: ‘information exchange’, ‘social support exchange’, ‘friendship, and ‘recreation’. Firstly, people choose to use online communities to access and exchange information. By using online communities, people can access a huge amount of information generated by other users since online community providers offer effective systems or technologies in order to make their users easily exchange, create, request and search information (Hagel and Armstrong, 1997). The second reason why users participate in online communities is to obtain the social support. Wellman et al (1996) suggested that online communities give emotional support and sociability to their users by giving ‘a sense of belonging’. For instance, Mickelson (1997) gave examples of online communities which focus on recovering social problems such as alcohol and drug addicts in order to explain why the social support can be the motivation of using online communities. Thirdly, people join online communities to manage relationships. To seek friendship or to generate social capital, which can be defined as the resources gathered through the relationships among people (Coleman, 1988), online community users interact with other users with the aim of establishing and continuing relationships. For example, offline social capital can be generated by means of online tools, especially using social networking sites when people want to expand or keep up their offline relationships. Lastly, recreation is another reason why people experience online communities. In conclusion, how word-of-mouth affects consumer behaviour can be described by those three factors; tie strength, homophily, and source credibility. As mentioned above, Brown et al (2007) and other researchers (Silverman, 1997; Money et al, 1998; Bansal and Voyer, 2000) explored the nature of word-of-mouth in online communities. Finally, the summary of the research above is compared by Brown et al (2007) as the following Table 1. Table 1: A Comparison between offline and online social network constructs Offline Online Tie Strength Definition The intensity of a social relation between pairs of individuals The intensity of an interactive and personalised relationship between an individual and a website Homophily Definition The degree to which pairs of individuals are similar in terms of certain attributes The congruence between a user’s psychological attributes and website content Source Credibility Definition Perceived competence of the individual source providing information Perceived competence of the website and its membership Source: Brown et al, 2007, pp. 10 Table 1 Bottom line: It could be seen that different internet users have diverse motives to enter social networking sites. Fulfilment of motives can enhance positive word of mouth and higher degree of interaction of a particular website. As per previous academic literature there have been negligible cases that internet users have entered social networking with out motivations. This forms the foundation of dissertation. 3.0 Research Model 3.1 Research approach The research strategy we intend to adopt is a combination of multi-methods, of deductive, inductive and exploratory. Quantitative data will be collected throughout the life cycle of the project, from secondary sources: journals, databases, past dissertations, newspapers and magazine articles etc. We propose to use the following secondary databases to conduct quantitative data research: Emerald Full text Emerald Reviews Emerald Abstracts Swet Wise Reuters Business Insight Regional Business News Questia Media Primary research will be conducted, using a closed questionnaire designed to predict average behaviour of children in general (Saunders et al. 2003). The inductive approach takes to account interpretivism or social considerations, which enables to establish the intentions of the respondents more clearly. Saunders et al (2003) says that data collected using open-ended questions allows individuals more flexibility in answering, which may confirm a hypothesis or other wise. The limitation or disadvantage of this approach is that it is subjective and can only be applied to a limited sample of participants (Saunders et el. 2003). Exploratory research will be conducted on a pilot group consisting of young internet users (mainly with Orkut profiles) within the age group 15-20 who will participate in a discussion on the following; the influence of motivations for using social networking sites on degree of interaction and word of mouth in United Kingdom. 3.2 Research Design A research design is a program that guides the investigator in the process of collecting, analyzing and interpreting observations. According to Nachmias Nachmias (1987) it is logical model of proof that allows the researcher to draw inferences concerning causal relationships among the variables under investigation. Consequently, the appropriate research design will depend on the problem to be investigated (Churchill, 1991), the purpose of the research, the research questions, and the state of the knowledge existing prior to the research plan (Eisenhardt, 1989). Research methods and data collection, form an elementary part of the research design. Typically, the research methods and the data collection techniques are functions of the purpose of the research design. The purpose of the research may be organized into three groups based on what the researcher is trying to accomplish: explore a new topic, describe social phenomena or explain why something occurs. The three basic types of research designs are: Exploratory (Case Studies), Descriptive and Casual. 3.2.1 Case Study The case study approach is the most widely used in management fraternity. A Case study is the collection and presentation of detailed information about a particular participant or small group, frequently including the accounts of subjects themselves. It’s a form of qualitative descriptive research and it deals intensely at an individual or small participant pool, drawing conclusions only about that participant or group and only in that specific context. This research design is not used to focus on topics such as discovery of a universal, general