In order to analyze and resolve this problem formulation, the methodological
approach chosen in this report will focus on understanding the business benefits of Social
Media Marketing. Before answering our problem formulation, we will study meta-theories
and thus analyze the basic assumptions of our research, which will affect the research
process and theories used in this project. The justification of these theories used in the
project will be the subject of discussion. We will criticize the sources used, and we will
discuss the limitations that we have encountered in the theoretical approach.
eline ARCA
Master of International Marketing
10
The methodology part will include further explanations in regards to the Research
Process looking at the three phases of exploratory, constructive and empirical research.
Then, the methodology will introduce the paradigm study of research traditions, but also
focus on distinguishing the qualitative and quantitative research of the study design. Finally,
the structure of the project will be presented and illustrated in a general figure.