Table 1 Summary table of research... | Emerald Publishing

Table 1

Summary table of research questions and proposed methodologies

	Research questions	Methodology
Study 1	RQ1: How do narcissism and brand selfie behavior mediate the relationship between BeReal usage and self–brand connection among GenZ consumers?	Survey: 208 GenZ active BeReal users from a Mediterranean country Mediation analysis (Process macro Model 6)
Study 2	RQ2: How do the type of brand posts (candid vs curated) and the level of product involvement affect ad recognition, ad irritation, brand attitudes and purchase intentions?	Experiment: 2 (ad spontaneity: candid vs curated) × 2 (product involvement: low vs high) between-subjects design 211 GenZs and active BeReal users from a Mediterranean country Mediation-moderated analysis (Process macro Model 91)

	Research questions	Methodology
Study 1	RQ1: How do narcissism and brand selfie behavior mediate the relationship between BeReal usage and self–brand connection among GenZ consumers?	Survey: 208 GenZ active BeReal users from a Mediterranean country Mediation analysis (Process macro Model 6)
Study 2	RQ2: How do the type of brand posts (candid vs curated) and the level of product involvement affect ad recognition, ad irritation, brand attitudes and purchase intentions?	Experiment: 2 (ad spontaneity: candid vs curated) × 2 (product involvement: low vs high) between-subjects design 211 GenZs and active BeReal users from a Mediterranean country Mediation-moderated analysis (Process macro Model 91)

Source(s): Authors' own work