Q is the released energy. If you weigh the molecules before and after very carefully, you will notice that they lose weight (or mass if you are being pedantic about it). That mass loss corresponds exactly to the Q-value (through E=mc²).
Any mass gained or lost will be due to changes in bond energies, and the corresponding emission or absorption of photons that change the energy states of the electrons in the bonds.
If you measure the mass of a quantity of water accurately enough, the mass will be lower than the mass of the equivalent amount of hydrogen and oxygen gas. The difference would be so small that our most sensitive instruments would not be able to detect it.
Likewise, in a nuclear reaction, the only thing changing is the nuclear binding energies of the protons and neutrons. However, since the energy involved is many orders of magnitude higher, our instruments are sensitive enough to detect the difference in mass.
If you walk up a flight of stairs, you will be heavier at the top. If an electron changes orbital, its mass changes as well, making it heavier or lighter.
Let's calculate it. A 90 kilogram man walks up a flight of stairs, one story (3.3 meters). The expression "m * g * h" gives us the gravitational potential energy of mass "m" ascending height "h". Evaluating the formula we get 2910 joules. So how much heavier has the man become? Given E=mc^2, then m = E/c^2. As you can see, we'll be dividing by c^2, which is a very big number. The resulting increase of mass is 3.24 E-14 kg, or too small to be noticeable, but still very real: A 90 kg man ascending a 3.3 meters gains 0.00000000000003 kilograms of mass.
Chemical potential energy changes result in mass changes as well. These changes in mass are insignificant at the scale of chemical reasons, but are indeed taking place. So while it may be reasonable to simplify a discussion of chemistry by saying that chemical reactions don't change mass, in reality the changes do take place, just at a very small scale. A starting point for further research:
"Whenever any type of energy is removed from a system, the mass associated with the energy is also removed, and the system therefore loses mass. This mass defect in the system may be simply calculated as Δm = ΔE/c^2"
https://en.wikipedia.org/wiki/Mass%E2%80%93energy_equivalenc...
Someone else can calculate the decreased buoyancy in thinner air ;)