Well, you need to demonstrate a framework that your study uses, which you do in your literature review.  This does not mean that you need to use a complete framework from someone else's previous study.

What ideas led to your research questions and to your conclusion that your study is significant? What things about small businesses, social media, and marketing communications do your readers need to understand to analyze your findings and discussion? 

If I were a peer reviewer, I would want to see this framework, but I would not necessarily expect you to use somebody else's analysis model, particularly if few are available in previous research.  You can synthesize your own, based on the literature, and then see of your findings fit.

As a framework, I would use Integrated Marketing Communication, which began its life as an academic framework but is now common practice in marketing communication. IMC addresses all forms of organizational communication, not just social media, but social media dovetails with IMC very well. 

Each part of your theoretical model should be justified according to analogous research, or alternatively you can explain why you think they are wrong and testing for something different.

If you don't enter with a strong theoretical model, justified using existing analogous research, then you run a very high risk of trying 20 models and getting a result that is 95% likely to pass statistical threshold by random chance.

Anyone can construct a dataset and pick it apart until you find a p < 0.05 somewhere, somehow. That's why you need to justify it theoretically first. Justify the theory before crunching numbers so you don't find yourself in a situation of mining the data and arriving at results with fake statistical certainty. imo

Thank you so much @ Michael and Nathan, very helpful inputs. I have infact built on internet Marketing framework which I suppose it is a component of e-marketing and social media. It integrates business communication, internet & information systems and marketing by Hanson.

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