Table 7. Suggested research questions... | Emerald Publishing

Table 7.

Suggested research questions for future research

Framework path and subtopic	Research question
Information distribution
Social media	– How social media are shaping consumer narratives? – How the flow of information on social media creates or harms brand narratives? – How can consumers use social media to create their consumption counter-narratives?
Internet	– How the second screen affects consumption narratives?
Consumer
Age	– Are young consumers more narrative-driven in their consumption than old consumers? – How lived experiences affect consumer narrative creation? – How major collective life incidents of an individual affect his or her narratives?
Gender	– How gender might affect narratives, their creation and interpretation? – How gender affects the consumption narrative for any given brand or product?
Culture	– How subcultures collide narratively?
Consumer traits	– How and to what extent personal traits affect individuals’ consumption narratives?
Consumer segments	– How consumer partisanship affect the narrative interpretation and narrative creation?
Marketing and branding
branding	– How company with different brands should manage their brand portfolio to avoid ethical dilemmas regarding contradictions in different brand narratives? – How narrative association with celebrities, social media influencers and famous people, in general, affects the brand narrative? – How interpersonal and person-consumption level of the narrative is affected by parasocial relations created by modern branding methods such as celebrity branding and influencer branding?
Marketing	– How different consumers interpret organizational brand narratives? – How organizational narratives and narrative transportation are affected by the selected advertising medium such as TV and the internet? – How product placement in movies and endorsement by actors affect consumer narratives? – How and to what extent, short term and long-term exposure to organizational narratives affect consumer narratives?

Framework pathand subtopic	Research question
Information distribution
Social media	– How social media are shaping consumer narratives?– How the flow of information on social media creates or harms brand narratives?– How can consumers use social media to create their consumption counter-narratives?
Internet	– How the second screen affects consumption narratives?
Consumer
Age	– Are young consumers more narrative-driven in their consumption than old consumers?– How lived experiences affect consumer narrative creation?– How major collective life incidents of an individual affect his or her narratives?
Gender	– How gender might affect narratives, their creation and interpretation?– How gender affects the consumption narrative for any given brand or product?
Culture	– How subcultures collide narratively?
Consumer traits	– How and to what extent personal traits affect individuals’ consumption narratives?
Consumer segments	– How consumer partisanship affect the narrative interpretation and narrative creation?
Marketing and branding
branding	– How company with different brands should manage their brand portfolio to avoid ethical dilemmas regarding contradictions in different brand narratives?– How narrative association with celebrities, social media influencers and famous people, in general, affects the brand narrative?– How interpersonal and person-consumption level of the narrative is affected by parasocial relations created by modern branding methods such as celebrity branding and influencer branding?
Marketing	– How different consumers interpret organizational brand narratives?– How organizational narratives and narrative transportation are affected by the selected advertising medium such as TV and the internet?– How product placement in movies and endorsement by actors affect consumer narratives?– How and to what extent, short term and long-term exposure to organizational narratives affect consumer narratives?