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

This repository contains the analytical tables underlying the article “From Reaction to Position: A Framing Model of Brand Responses in the Digital Environment.” The materials reproduce the structured classification developed in the Results section of the study, including: (1) the typology of public inquiries and reputational tensions, (2) the system of authorial response frames identified through inductive framing analysis, and (3) the correspondence model between inquiry types and dominant response frames. The dataset consists of an Excel file with three sheets corresponding to Tables 1–3 presented in the article. The study is based on qualitative, practice-based analysis of publicly available social media interactions. No raw full-text data or identifiable information are included. All empirical material was anonymized in accordance with ethical research standards. The repository is intended to ensure analytical transparency and to facilitate conceptual verification and potential comparative research.