Dataset on Personalized Social Media Advertising, Ad Value, Privacy Concerns, and Generation Z Purchase Behavior (N = 296)

Description

This dataset contains survey responses from N = 296 adult Generation Z consumers (aged 18–29, born 1997–2012) evaluating personalized social media advertising, cognitive advertising evaluations, privacy concerns, and recent self-reported purchase behavior.The survey incorporates 35 variables across multiple theoretical and behavioral domains:Demographics & Digital Habits: Gender, birth year/age, education level, daily social media usage, online shopping frequency, and ad click-through frequency.Outcome Measure: Self-reported post-ad purchase within the last 30 days.Perceived Personalization (PPA): 5 items adapted from Tran (2017).Advertising Value (AV): 5 items based on Ducoffe’s (1995) Advertising Value Model.Perceived Relevance (PR): 5 items adapted from Alalwan (2018).Perceived Novelty (PN): 4 items adapted from Dodoo & Wu (2019) and Frasquet et al. (2024).Privacy Concern (PC): 4 items based on Dinev & Hart (2006) and Dodoo & Wu (2019).General Social Commerce Tendencies: 5 complementary behavioral items.All scale items were recorded on a 5-point Likert scale (1 = Strongly Disagree to 5 = Strongly Agree). The dataset is suitable for hierarchical econometric modeling, structural equation modeling (SEM), and predictive machine learning benchmarking (e.g., nested cross-validation, XAI interpretability via SHAP/PDP).

Institutions

• Karadeniz Technical University

  Trabzon, Trabzon

Categories

Licence