About reference. When I was doing my masters, the school established the guidelines I should follow. So, I had no freedom to do as I wanted, I was told how I should do it. My school doesn't allow IEEE, for example. I know different schools have different guidelines. I don't know if your school is also like that.
About writing your paper. Probably being a researcher in a digital agency is very different from the research you're expected to do in a masters. But even so you wrote that your research skills are very strong. I don't know what exactly you mean by that. If your skills are that strong, you shouldn't even be doing a masters.
Like, are you very good at finding who are the main researchers in a chosen subject? Are you fluent in different methods of research? When I started my masters, I had no idea where to find the references that mattered the most to my paper, and I had no idea about what to do with my data after I collected them (I had to change the software I was using to SPSS and my method from panel data analysis to discriminant analysis, for example). If you have skills like that, I don't see how I could help you. If you don't have, I don't think you have strong skills.
To me, it seems that you don't even know the general research questions you want to deal with. Without that, it's very hard to provide specific guidance. But i'm from a different concentration anyway, so probably I'd not be the best person to advise you.
Check the links below and see if they help you. They are related to papers for Marketing and quantitative researchers, but I think it's better than many stuff you usually find in the internet and most of it should apply for your concentration too.
https://classes.uleth.ca/200403/mgt5003a/Summers.pdfhttps://www.researchgate.net/publicatio ... ic_article