Exploring Consumer Responses to SME Affiliate Marketing on TikTok: A Topic Modelling Approach Using LDA

This dataset contains a collection of consumer comments gathered from TikTok videos promoting spicy macaroni products affiliated with Micro, Small, and Medium Enterprises (MSMEs). The data were collected to analyze consumer communication patterns within the context of affiliate marketing on the TikTok platform. Comments include informal language, slang, abbreviations, and diverse expressions typical of social media discourse. The dataset was processed and subjected to Latent Dirichlet Allocation (LDA) topic modelling to identify key themes related to product taste sensations, consumption motivations, pricing factors, and perceived product value. This dataset supports research into digital marketing strategies, consumer behavior on social media, and the application of natural language processing techniques for informal text analysis.