Hi! I have to submit my thesis in June and I am facing a problem with research findings. I am not understanding as to why my research findings are not what I expected it to be. I am working upon the topic concerned with consumer behavior towards social media marketing. I have done a primary research but the research findings are not matching up with the literature review. I started studying on the topic but my literature review is giving more insights about effects of promotional practices on the revenue and profits of the company. Although this is one aspect but this is not the base of the investigation. I am really worried as I cannot develop a concrete discussion chapter if my literature won’t match with the study. What to do? Can you please help me on how to go about it and what would be the best strategy that can be adopted? I am really short of ideas!!