Dataset for "Love Over Logos: Decoding K-Drama Fandom's Fanaticism in Influencing Product Placement Effectiveness"

Dataset for Love Over Logos: Decoding K-Drama Fandom’s Fanaticism in Influencing Product Placement Effectiveness contains the empirical data underlying a published research study that investigates the influence of K-drama fandom fanaticism on consumer purchase intention, with hedonic product level examined as a moderating variable. The dataset was collected through an online survey and includes respondents’ self-reported measures and demographic information. The dataset comprises 324 individual records stored in a single XLSX file. It includes three key variables central to the study’s conceptual and analytical framework, along with relevant demographic variables. The data were analyzed using a moderation analysis with a continuous predictor, alongside a between-subjects contextual comparison based on hedonic product level (high versus low), to assess boundary effects in product placement effectiveness. Prior to analysis, the data underwent cleaning and recoding procedures, including consistency checks, handling of incomplete responses, and variable transformations required for statistical modeling. The version shared here corresponds to the finalized dataset used in the published analyses. This dataset is intended for reuse by researchers and students in marketing, consumer behavior, media studies, and cultural studies, particularly those examining fandom-driven consumption, entertainment media influence, and hedonic versus utilitarian product contexts. It may also be used for methodological reference, replication, or secondary analysis involving moderation models in social science research.