A comprehensive guide to writing Chapter 2 of your thesis, including the theoretical framework, conceptual framework, empirical review, and research gap with practical examples.
Introduction
Chapter Two of your thesis or dissertation—commonly known as the Literature Review—is often the longest and most challenging chapter to write. It serves as the intellectual foundation of your research, demonstrating your mastery of existing knowledge and establishing why your study is necessary.
This comprehensive guide will walk you through every component of Chapter Two, from the theoretical framework to the empirical review, with practical examples and templates to help you write a compelling literature review.
What is Chapter Two (Literature Review)?
A literature review is a systematic examination and synthesis of existing scholarly work related to your research topic. Unlike a simple summary of sources, a well-written literature review:
- Contextualizes your research within existing knowledge
- Identifies gaps that your study will address
- Establishes theoretical foundations for your research
- Demonstrates your understanding of the field
- Justifies the need for your study
Purpose of Chapter Two
Chapter Two serves multiple critical functions:
- Contextualizing your research – Places your study within the broader academic conversation
- Building theoretical foundations – Establishes the theories that will guide your research
- Identifying research gaps – Shows what is missing in current knowledge
- Justifying your study – Demonstrates why your research is needed
- Informing methodology – Guides your choice of research methods
- Providing benchmarks – Offers standards for comparing your findings
Structure of Chapter Two
While the exact structure varies by institution and discipline, most literature reviews follow this general organization:
2.0 Introduction to Chapter Two
The introduction to your literature review should:
- State the purpose of the chapter
- Outline the organization and structure
- Preview the main themes to be discussed
- Connect to Chapter One (Introduction)
Example Introduction:
This chapter presents a review of literature related to the effect of digital marketing strategies on customer purchase behavior among retail businesses in Nairobi County. The chapter is organized into six sections. Section 2.1 provides a conceptual review of the key variables in the study. Section 2.2 discusses the theoretical framework underpinning the study. Section 2.3 presents an empirical review of previous studies. Section 2.4 presents the conceptual framework. Section 2.5 identifies the research gaps, and Section 2.6 provides a summary of the chapter.
2.1 Conceptual Review (Conceptual Framework)
The conceptual review defines and explains the key concepts and variables in your study. This section helps readers understand the terminology and scope of your research.
What to Include:
- Clear definitions of key terms from authoritative sources
- Multiple perspectives on how concepts are understood
- Operational definitions showing how you will measure concepts
- Relationships between different concepts
How to Write a Conceptual Review:
For each key variable or concept:
- Define the concept using scholarly sources
- Discuss different dimensions or components
- Explain how it relates to your study
- Provide your operational definition
Example: Conceptual Review of “Employee Performance”
2.1.2 Employee Performance
Employee performance refers to the extent to which an individual executes their job duties and responsibilities effectively (Armstrong, 2020). According to Aguinis (2019), employee performance encompasses both task performance (core job functions) and contextual performance (behaviors that contribute to organizational effectiveness beyond formal job requirements).
Several scholars have proposed different dimensions of employee performance. Campbell (1990) identified eight performance components: job-specific task proficiency, non-job-specific task proficiency, written and oral communication, demonstrating effort, maintaining personal discipline, facilitating peer and team performance, supervision/leadership, and management/administration. More recently, Koopmans et al. (2014) proposed a three-dimensional model comprising task performance, contextual performance, and counterproductive work behavior.
For the purpose of this study, employee performance is operationalized as the achievement of assigned work targets within specified timeframes, measured through supervisor ratings on task completion, quality of work, and efficiency.
2.2 Theoretical Framework
The theoretical framework presents the theories that underpin your study. Theories provide lenses through which you explain the relationships between your variables.
What is a Theoretical Framework?
A theoretical framework is a structure based on existing theory (or theories) that:
- Explains why your research problem exists
- Predicts the relationships between variables
- Guides your research questions and hypotheses
- Provides a foundation for interpreting your findings
How Many Theories Should You Include?
Most studies include 2-4 theories. Choose theories that:
- Directly relate to your research variables
- Are well-established in your field
- Complement each other in explaining your phenomenon
- Have been used in similar previous studies
How to Present Each Theory:
For each theory, discuss:
- Proponents – Who developed the theory and when?
- Core propositions – What does the theory state?
- Key concepts – What are the main elements of the theory?
- Application to your study – How does the theory explain your variables?
- Strengths and limitations – What are the theory’s advantages and criticisms?
- Relevance – Why is this theory appropriate for your study?
Example: Theoretical Framework
2.2.1 Technology Acceptance Model (TAM)
The Technology Acceptance Model (TAM) was developed by Davis (1989) to explain and predict user acceptance of information technology. The model proposes that two primary factors determine technology adoption: perceived usefulness (PU) and perceived ease of use (PEOU).
Core Propositions: According to TAM, perceived usefulness refers to the degree to which a person believes that using a particular system would enhance their job performance, while perceived ease of use refers to the degree to which a person believes that using the system would be free of effort (Davis, 1989). The model posits that these two beliefs directly influence attitudes toward using technology, which in turn affects behavioral intention and actual system use.
Application to Current Study: In this study, TAM provides a framework for understanding how employees’ perceptions of digital tools influence their adoption of technology-based performance management systems. Specifically, if employees perceive the performance management system as useful for tracking their progress (perceived usefulness) and easy to navigate (perceived ease of use), they are more likely to engage with it effectively, potentially improving their performance outcomes.
Strengths and Limitations: TAM has been extensively validated across various contexts and technologies (Venkatesh & Davis, 2000). However, critics argue that it oversimplifies technology adoption by focusing primarily on individual perceptions while neglecting social and organizational factors (Bagozzi, 2007).
Relevance: Despite its limitations, TAM remains highly relevant to this study as it provides a parsimonious framework for understanding the psychological mechanisms underlying technology adoption in workplace settings.
Table Format for Theoretical Framework Summary:
| Theory | Proponent(s) | Year | Variable Explained | Key Proposition |
|---|
| Technology Acceptance Model | Fred Davis | 1989 | Technology adoption | Perceived usefulness and ease of use determine technology acceptance |
| Social Exchange Theory | George Homans, Peter Blau | 1958, 1964 | Employee-organization relationship | Employees reciprocate positive treatment with positive behaviors |
| Expectancy Theory | Victor Vroom | 1964 | Employee motivation | Motivation depends on expectancy, instrumentality, and valence |
2.3 Empirical Review
The empirical review examines previous research studies that have collected and analyzed data related to your topic. This section demonstrates what has already been discovered and identifies gaps for your study.
Difference Between Theoretical and Empirical Review
| Aspect | Theoretical Review | Empirical Review |
|---|
| Focus | Theories, concepts, frameworks | Research studies with data collection |
| Purpose | Explain why relationships exist | Show what research has found |
| Content | Propositions, assumptions, predictions | Methodology, findings, conclusions |
| Sources | Seminal theoretical works | Primary research studies |
| Output | Theoretical framework | Summary of empirical findings |
How to Organize Your Empirical Review
You can organize your empirical review:
1. Thematically (Most Common) Organize by themes or variables in your study.
2.3 Empirical Review
├── 2.3.1 Studies on Social Media Marketing and Customer Engagement
├── 2.3.2 Studies on Email Marketing and Customer Engagement
├── 2.3.3 Studies on Search Engine Marketing and Customer Engagement
└── 2.3.4 Studies on Customer Purchase Behavior
2. Chronologically Organize studies by time period to show how understanding has evolved.
3. Methodologically Group studies by research design (qualitative, quantitative, mixed methods).
How to Review Each Empirical Study
For each study, include:
- Author(s) and year
- Research objective/purpose
- Methodology (design, sample, data collection)
- Key findings
- Relevance to your study
- Gaps or limitations
Example: Empirical Review Entry
Studies on Social Media Marketing and Customer Engagement
Odhiambo and Mutua (2022) examined the influence of social media marketing on customer engagement among commercial banks in Kenya. Using a descriptive survey design, the study collected data from 384 customers through structured questionnaires. The findings revealed a significant positive relationship between social media marketing activities and customer engagement (r = 0.67, p < 0.001). The study recommended that banks should increase investment in social media platforms to enhance customer interaction. However, the study focused exclusively on the banking sector, limiting generalizability to retail businesses.
Similarly, Njoroge (2021) investigated social media marketing strategies and consumer purchase decisions in Nairobi’s retail sector. Employing a mixed-methods approach with 250 respondents, the study found that Instagram and Facebook marketing had the strongest influence on purchase decisions among millennials. While this study is contextually relevant, it did not examine the mediating role of customer trust, which the current study seeks to address.
In contrast, Ahmed et al. (2019) conducted a study in Pakistan examining social media marketing effectiveness across different industries. Their findings indicated that the impact of social media marketing varies significantly by industry type, with retail and hospitality showing the strongest effects. This suggests that industry-specific studies, such as the current research focusing on retail businesses in Kenya, are necessary to develop contextualized recommendations.
Empirical Review Summary Table
Create a summary table of reviewed studies:
| Author(s) | Year | Country | Methodology | Sample | Key Findings | Gap Identified |
|---|
| Odhiambo & Mutua | 2022 | Kenya | Quantitative survey | 384 | Positive relationship between social media marketing and engagement | Limited to banking sector |
| Njoroge | 2021 | Kenya | Mixed methods | 250 | Instagram and Facebook most influential | Did not examine trust as mediator |
| Ahmed et al. | 2019 | Pakistan | Quantitative | 500 | Impact varies by industry | Different cultural context |
| Chen & Wong | 2020 | Malaysia | Quantitative | 420 | Content quality matters most | B2B focus only |
2.4 Conceptual Framework
The conceptual framework is a visual and written representation of the relationships between variables in your study. It synthesizes the theoretical and empirical review into a model that guides your research.
Components of a Conceptual Framework:
- Independent variables – Variables that influence or predict the outcome
- Dependent variable – The outcome you are studying
- Moderating variables (if any) – Variables that affect the strength of the relationship
- Mediating variables (if any) – Variables that explain how the relationship works
- Control variables (if any) – Variables held constant
How to Present Your Conceptual Framework:
Step 1: Create a diagram
Step 2: Explain the framework in writing
Figure 2.1: Conceptual Framework
The conceptual framework presented in Figure 2.1 illustrates the hypothesized relationships between the independent variables (social media marketing, email marketing, and search engine marketing) and the dependent variable (customer purchase behavior). Based on the Technology Acceptance Model and the reviewed empirical literature, the framework proposes that each digital marketing strategy directly influences customer purchase behavior.
Additionally, customer age is included as a moderating variable, as empirical evidence suggests that the effectiveness of digital marketing strategies varies across age groups (Njoroge, 2021). The framework guides the formulation of research hypotheses and the selection of appropriate analytical methods.
2.5 Research Gap
The research gap section explicitly identifies what is missing in existing literature and how your study will contribute to knowledge.
Types of Research Gaps:
| Gap Type | Description | Example |
|---|
| Contextual Gap | Studies in different contexts (countries, industries) | “Most studies were conducted in developed countries; few examined developing economies like Kenya” |
| Methodological Gap | Different research approaches needed | “Previous studies used cross-sectional designs; longitudinal studies are lacking” |
| Theoretical Gap | Theories not yet applied or tested | “The Technology Acceptance Model has not been applied to mobile banking in rural areas” |
| Empirical Gap | Specific relationships not yet studied | “No study has examined the mediating role of customer trust in this relationship” |
| Population Gap | Different populations not studied | “Research has focused on millennials; Gen Z consumers remain understudied” |
| Temporal Gap | Need for updated research | “Most studies were conducted pre-COVID; post-pandemic consumer behavior requires investigation” |
How to Write the Research Gap Section:
2.5 Research Gap
The review of empirical literature reveals several gaps that the current study seeks to address.
First, while numerous studies have examined digital marketing and customer behavior, the majority have been conducted in developed economies such as the United States, United Kingdom, and Australia (Smith & Jones, 2020; Brown, 2021). Studies in developing African economies, particularly Kenya’s retail sector, remain limited. This contextual gap necessitates research that accounts for unique factors such as mobile money integration and varying internet penetration rates.
Second, most existing studies have examined individual digital marketing strategies in isolation (email marketing OR social media marketing). Few studies have adopted an integrated approach examining multiple digital marketing channels simultaneously. This study addresses this gap by examining social media marketing, email marketing, and search engine marketing collectively.
Third, the reviewed literature reveals inconsistent findings regarding the strength of relationship between digital marketing and purchase behavior, suggesting the presence of moderating factors that have not been adequately explored. This study introduces customer age as a moderating variable to address this gap.
Finally, no identified study has applied the integrated theoretical framework combining TAM and Social Exchange Theory to explain digital marketing effectiveness in Kenya’s retail context. This theoretical gap provides an opportunity for the current study to contribute to theory development.
2.6 Summary of Literature Review
The chapter summary should:
- Recap the main themes discussed
- Highlight key findings from the literature
- Reiterate the research gaps
- Connect to the next chapter (Methodology)
Example Summary:
2.6 Summary
This chapter has presented a comprehensive review of literature related to digital marketing strategies and customer purchase behavior. The conceptual review defined and explained the key variables: social media marketing, email marketing, search engine marketing, and customer purchase behavior. The theoretical framework discussed the Technology Acceptance Model and Social Exchange Theory as the guiding theories for this study.
The empirical review examined previous studies on the relationships between digital marketing strategies and customer behavior, revealing that while positive relationships generally exist, findings vary by context, methodology, and population studied. The conceptual framework presented the hypothesized relationships to be tested in this study.
The review identified several research gaps including the scarcity of studies in the Kenyan retail context, the lack of integrated multi-channel analysis, and the need to examine moderating variables. The current study seeks to address these gaps by examining the effect of multiple digital marketing strategies on customer purchase behavior among retail businesses in Nairobi County, with customer age as a moderating variable.
The next chapter presents the research methodology that will be employed to achieve the study’s objectives.
Common Mistakes to Avoid in Chapter Two
1. Describing Instead of Synthesizing
Wrong: Summarizing each study separately without connecting them Right: Grouping studies by theme and discussing patterns across studies
2. Including Irrelevant Literature
Wrong: Reviewing every study you found Right: Including only studies directly relevant to your variables and research questions
3. Over-Relying on Direct Quotes
Wrong: Filling your review with long quotations Right: Paraphrasing and synthesizing in your own words
4. Outdated Sources
Wrong: Using primarily sources older than 10 years Right: Prioritizing recent sources (last 5 years) while including seminal works
5. Missing Critical Analysis
Wrong: Only reporting what studies found Right: Evaluating methodologies, identifying limitations, comparing findings
6. Weak Theoretical Framework
Wrong: Merely describing theories without connecting to your study Right: Explaining exactly how each theory relates to your variables
7. Vague Research Gap
Wrong: “More research is needed in this area” Right: Specific gaps with clear explanation of how your study addresses them
Tips for Writing an Excellent Chapter Two
Before Writing:
- Create a literature matrix to organize your sources
- Identify themes and patterns across studies
- Select appropriate theories for your framework
- Develop your conceptual framework diagram
During Writing:
- Use topic sentences to introduce each paragraph
- Cite multiple sources to support each point
- Maintain your voice as the author (synthesize, don’t just report)
- Use transition words to connect ideas and sections
- Include tables and figures to summarize key information
After Writing:
- Check that every citation has a corresponding reference
- Ensure logical flow from section to section
- Verify alignment between theoretical framework and research objectives
- Confirm research gap clearly justifies your study
- Review for grammar, spelling, and formatting consistency
Frequently Asked Questions
Q: How long should Chapter Two be?
A: Length varies by institution and level (undergraduate, masters, PhD). Typically:
- Undergraduate: 15-25 pages
- Masters: 25-40 pages
- PhD: 40-80 pages
Always check your institution’s specific guidelines.
Q: How many sources should I cite?
A: There’s no fixed number, but general guidelines suggest:
- Undergraduate: 20-40 sources
- Masters: 40-80 sources
- PhD: 80-200+ sources
Quality matters more than quantity.
Q: Should I include studies with contradictory findings?
A: Yes! Discussing contradictory findings shows comprehensive understanding and helps identify gaps. Explain possible reasons for the contradictions.
Q: What’s the difference between conceptual and theoretical framework?
A:
- Theoretical framework: Based on established theory(ies) that explain your phenomenon
- Conceptual framework: Your own model showing relationships between variables in your specific study
Both are often included in Chapter Two.
Q: How recent should my sources be?
A: Prioritize sources from the last 5-7 years for empirical studies. Seminal theoretical works and foundational studies can be older. Your supervisor may have specific requirements.
Q: Can I use websites as sources?
A: Peer-reviewed journal articles and academic books should form the majority of your sources. Websites from reputable organizations (WHO, government agencies, etc.) may be used sparingly for statistics or definitions.
Conclusion
Writing Chapter Two requires extensive reading, critical thinking, and careful organization. By following the structure outlined in this guide—from the conceptual review through the theoretical framework, empirical review, and research gap—you can create a literature review that effectively establishes the foundation for your research.
Remember that Chapter Two is not merely a summary of what others have written. It is your opportunity to demonstrate mastery of your field, critically evaluate existing knowledge, and justify the necessity of your study.
Need Help with Your Literature Review?
At Tobit Research Consulting, we specialize in helping postgraduate students write comprehensive, well-structured literature reviews. Our services include:
- Literature Review Development
- Theoretical Framework Construction
- Research Gap Identification
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Contact us today for professional assistance with Chapter Two of your thesis.
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Last Updated: December 2025
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