From Reaction to Position: A Framing Model of Brand Responses in the Digital Environment

This dataset accompanies the article "From Reaction to Position: A Framing Model of Brand Responses in the Digital Environment." The dataset contains 60 coded response episodes used to illustrate the proposed framing model for organizational responses in digital communication. Each observation represents a public inquiry paired with an organizational response and includes analytical coding according to the study's conceptual framework. The dataset contains the following variables: Case ID Platform Stimulus Type Inquiry Category Reputational Tension Original Public Inquiry (Ukrainian) Anonymized Public Inquiry (English) Response Frame Organizational Response (English, anonymized) Strategic Function Response Tone Analytical Notes Source Basis The coding follows the framing model developed in the article and classifies each response according to its communicative structure, strategic purpose, and behavioral tone. All organizational identifiers have been anonymized. Public inquiries are reproduced from the research corpus, while organizational responses are either translated from the original response corpus or reconstructed exclusively from the documented response framework and behavioral principles described in the accompanying methodological playbook. No personal data are included. This dataset is intended to support methodological transparency, qualitative replication, and future comparative research on strategic communication, organizational reputation management, and digital response framing.