TikTok Fashion Marketing and Consumer Brand Responses: A Survey Dataset

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.