Survey dataset on social media-endorsed advertising in Vietnam’s FMCG sector

Description

This dataset provides survey data for research on social media-endorsed advertising in Vietnam’s FMCG sector. It includes raw data, cleaned data, the English questionnaire, the informed consent form, and the codebook. The raw dataset comprises 1,003 responses, and the cleaned dataset includes 563 valid observations retained after screening and data cleaning. All files are shared in anonymized form for academic, research, and scholarly purposes.

Steps to reproduce

Use the raw dataset to review the survey flow and exclusion process, and use the cleaned dataset for descriptive statistics and reliability analysis. The questionnaire and codebook provide the item wording, variable labels, and coding information.

Institutions

• Foreign Trade University

  Hanoi, Hanoi

Categories

Licence