Experimental Stimuli and Materials for Influencer Size and CSR Commitment Framing Study in Digital Ride-Hailing Services

Description

This dataset contains the experimental materials used in a 2 × 2 between-subjects scenario-based experiment examining the effects of influencer size and CSR commitment framing on consumer evaluations in digital ride-hailing services. The study manipulates two independent variables: influencer size (micro-influencer: 10,000 followers vs. macro-influencer: 2,000,000 followers) and CSR commitment framing (low commitment: 1% revenue allocation vs. high commitment: 10% revenue allocation). The dependent variables are attitude toward the behavior (evaluative: ATTF1; instrumental: ATTF2), subjective norm (SUB), and perceived behavioral control (PBC), based on the Theory of Planned Behavior. The dataset includes four video stimuli corresponding to the experimental conditions (micro–low CSR commitment framing, micro–high CSR commitment framing, macro–low CSR commitment framing, and macro–high CSR commitment framing). In addition, the dataset provides the storyboard and full scripts used to construct the stimuli. These materials are provided to ensure transparency, reproducibility, and replicability of the experimental design. The dataset supports the methodological documentation reported in the associated manuscript and allows other researchers to examine and replicate the experimental manipulations. All experimental conditions differ only in influencer follower count and CSR commitment framing, while all other elements of the stimuli were held constant.

Steps to reproduce

Participants were randomly assigned to one of four experimental conditions in a 2 × 2 between-subjects design. Each participant viewed one video stimulus corresponding to a specific combination of influencer size (micro vs. macro) and CSR commitment framing (low vs. high). After viewing the assigned video, participants completed a questionnaire measuring attitude toward the behavior (ATTF1 and ATTF2), subjective norm (SUB), and perceived behavioral control (PBC) using 7-point Likert scales. The stimuli differ only in follower count (10,000 vs. 2,000,000) and CSR commitment framing (1% vs. 10% revenue allocation). All other elements of the video content were held constant across conditions.

Institutions

• Khon Kaen University

  Khon Kaen, Khon Kaen

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