Survey Data on the Influence of Sports Influencer Marketing, Content Value and Brand Value on Consumer Attitude and Purchase Intention toward Energy Drinks among Indian Gen Z Consumers
Description
This dataset presents survey-based evidence on how Indian Generation Z consumers perceive sports influencer promotions of energy drink brands and how these perceptions relate to their attitudes and purchase intentions. The study captures consumer responses to promotional content shared by athletes, fitness creators and sports personalities across social media platforms, providing insights into the intersection of digital advertising, brand perception and youth consumption behaviour. The data were obtained through a structured questionnaire administered to eligible Indian Gen Z respondents aged 18 years and above who had been exposed to sports influencer promotions of energy drinks. The survey recorded participants' demographic characteristics, social media preferences, energy drink consumption frequency and familiarity with energy drink brands. The dataset contains 40 seven-point Likert-scale items representing five dimensions: Sports Influencer Marketing (SIM), Content Value (CV), Brand Value (BV), Consumer Attitude (CA) and Purchase Intention (PI), with eight items measuring each dimension. These variables capture perceived influencer credibility, promotional content relevance, brand attractiveness, consumer evaluations and willingness to purchase promoted products. The dataset offers opportunities to explore consumer differences based on age, gender, occupation, consumption frequency and preferred social media platforms. It can also support measurement validation, multivariate analysis, predictive modelling and investigations of relationships between influencer-related perceptions and purchasing intentions. Its potential applications extend to sports marketing, digital branding, advertising effectiveness and consumer behaviour research within India's Generation Z population.
Files
Steps to reproduce
The dataset can be reproduced by recruiting Indian Generation Z consumers aged 18 years and above who use social media and have been exposed to energy drink promotions by sports influencers, athletes or fitness content creators. Data were collected using a structured questionnaire covering demographic characteristics, energy drink consumption patterns, social media preferences and 40 measurement items across five constructs: Sports Influencer Marketing (SIM), Content Value (CV), Brand Value (BV), Consumer Attitude (CA) and Purchase Intention (PI). Responses were recorded using a seven-point Likert scale ranging from 1 (Strongly Disagree) to 7 (Strongly Agree). To replicate the data-processing procedure, researchers should organise responses according to the questionnaire, check for missing values, duplicates and inconsistencies, and prepare an anonymised dataset in Excel or CSV format with supporting documentation. The dataset can be used for descriptive analysis, measurement validation, consumer segmentation and examination of relationships among the five constructs.
Institutions
- Chandigarh University Uttar PradeshUttar Pradesh, Unnāo