TikTok Fashion Marketing and Consumer Brand Responses: A Survey Dataset

Published: 3 September 2026| Version 2 | DOI: 10.17632/dv9zw7cs5x.2
Contributors:
Galina Ilieva,
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Description

The dataset was collected through an anonymous online survey conducted in Bulgaria from 30 November 2025 to 7 May 2026. It contains 295 complete responses, of which 268 met the predefined eligibility criteria of TikTok use and exposure to fashion-brand content. Participants evaluated TikTok fashion-brand content using 16 Likert-scale indicators measuring content involvement, brand awareness, brand engagement, and purchase-related intentions, supplemented by demographic, platform-use, and open-ended questions. The data were analyzed using descriptive statistics, PLS path modeling, clustering, cross-validated machine learning, demographic analysis, manually verified open-response coding, and multi-criteria synthesis. The results indicate that content involvement is strongly associated with brand awareness and engagement, while brand engagement has the strongest direct association with purchase-related intentions.

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Institutions

Categories

Social Sciences, Data Science, Marketing Management

Funders

  • Research, Innovation and Digitalization for Smart Transformation
    Grant ID: BG16RFPR002-1.014-0013-C01

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