Summary table of research hypotheses, theoretical basis and empirical support
| Hypothesis | Theoretical basis | Study | Results | Support |
|---|---|---|---|---|
| H1: BeReal usage → ↑ Brand selfies → ↑ Narcissism → ↑ self-brand connection | SPC + PKM + SCT | 1 | Full serial mediation confirmed (B = 0.035, 95% CI = [0.01, 0.07]) | Yes |
| H2: Candid (vs curated) posts → ↓ Ad recognition | PKM + SCT | 2 | β = −0.651, p < 0.001 | Yes |
| H3a: Ad recognition → ↑Ad irritation (for low involvement) | ELM + ATM + SCT | 2 | β = 0.212, p < 0.001 | Yes |
| H3b: Ad recognition ↛ Ad irritation (for high involvement) | 2 | β = −0.033, p = 0.55 | Yes | |
| H4a: Ad irritation → ↓ Brand attitude (for low involvement) | DMH + ELM | 2 | β = −0.182, p < 0.001 | Yes |
| H4b: Ad irritation ↛ Brand attitude (for high involvement) | 2 | β = 0.017, p = 0.612 | Yes | |
| H5: type of brand posts (candid vs curated) → Ad recognition → Irritation → Brand attitude → Purchase intention | PKM + DMH | 2 | Significant only for low-involvement (B = 0.009, 95% CI = [0.002, 0.018]) | Partial |
| Hypothesis | Theoretical basis | Study | Results | Support |
|---|---|---|---|---|
| 1 | Full serial mediation confirmed (B = 0.035, 95% | Yes | ||
| 2 | β = −0.651, | Yes | ||
| 2 | β = 0.212, | Yes | ||
| 2 | β = −0.033, | Yes | ||
| 2 | β = −0.182, | Yes | ||
| 2 | β = 0.017, | Yes | ||
| 2 | Significant only for low-involvement (B = 0.009, 95% | Partial |
Note(s): SPC – Self-Presentation Theory; PKM – Persuasion Knowledge Model; SCT - Schema Congruency Theory; ELM - Elaboration Likelihood Model; DMH - Dual Mediation Hypothesis; ATM – Affect-Transfer Mechanism
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