Virtual Influencer Marketing Dataset: Consumer Responses on Product Involvement, Brand Familiarity, and Purchase Intention in the Philippines

This dataset contains survey responses from 319 consumers in the Philippines examining the impact of virtual influencer marketing on purchase intention, with product involvement and brand familiarity as mediating variables. Data were collected using a structured questionnaire consisting of 37 measurement items, with all constructs measured on a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree).

The dataset includes the following demographic variables: gender, age, education level, and occupation.