Dissertation requires: Introduction – background of the study, statement of the problem, research question, purpose of the study, significance of the study and structure of the study. Include a review of the background of the 2 case study examples, an analysis into how the 2 case study examples relate to the theme and evaluate (perhaps with other examples – football clubs that either support the social media strategy argument or sticks to the cultural root argument). Discuss and come to a conclusion at the end with a suggestion for future studies as well.