I propose research in the field of viral marketing strategy developed on social media portals.

Add your answer (type @ to mention people). I would want you to consider technology determinism theory. I am sure you will be able to use it to explain the relationship between social media strategies and Mass media management.

I think the question of which theory should be used regarding social media strategies and media management, requires some basic explanation of media theories are applicable to our research or project.

To begin with, we need to identify our research topic or problem before looking for a specific media theory to apply or use in the study. At the same time, there are several media theories which are good for qualitative research methods.

In addition, we also need to determine the qualitative research methods that we would like to use in our research project or study. These methods are already well known and the strategies or steps to follow when using them are clearly explained.

Before I say a word about the right media theories or strategies to select for a media research, I wish to explain that when we chose particular qualitative methods, it is better to mix them or triangulate the methods.

The same may also apply to theory triangulation, depending on the focus on the study. We can select the main theoretical framework and bring in other associated media or communication theories.

For example, if we decide to use the agenda - setting theory; The idea about this theory is that, the media does/ do not necessarily tell people what to think, but what to think about.

The direct descendants of the agenda-setting theory are the priming theory and framing theory, especially for breaking news or political events or news. I think, if we would like to do-a qualitative study on the use of social media strategies in the context of media management, we are likely to use the above theories.

Another good theory is the diffusion of innovation, or information diffusion theory. This theory very good if the research is investigation or disseminating new technologies, ideas, practices, methods of organizing things, or objects.The diffusion theory is multidisciplinary or interdisciplinary in scope.

It can be use in technology, energy, sociology, health, environment, business, or development issues. We need to develop SMART objectives, problem statement, context, scope, and justification or significance of the study.

Best regards

Wilson .