Know-How Exchange : Student Questions

Hi! I'm struggling to write my Master thesis on Viral Marketing! My idea was to test how consumer responses to viral messages differ because of their cultural differences (how Indians react differently than Norwegians). I'm taking the case of Slumdog Millionaire (it had controversial reactions in India compared to the west) and analyzing the consumer comments that are on online forums/facebook/youtube.

But in the end, I'm completely confused if this can be called a VM thesis or will it just be a ethnography study. Would you recommend any other ways to complete this thesis?
I truly appreciate your guidance! Thanks a lot!