Dataset for "Content Efficiency in Brand Social Media Marketing"

This repository contains the de-identified dataset used in the study “Content Efficiency in Brand Social Media Marketing.” The study examines how multimodal content features are associated with the relative engagement performance of brand-generated posts on X (formerly Twitter). The dataset includes post-level engagement metrics, including Likes, Retweets, Comments, and Bookmarks, as well as exposure information and extracted textual, visual, account-level, and temporal features. To support research transparency while protecting data privacy and complying with platform-related considerations, the dataset is shared in a de-identified format. Personally identifiable information is not included. The dataset is intended to facilitate the verification and replication of the empirical analyses reported in the study, including the construction of residual-based content efficiency measures and the prediction of high- and low-efficiency content across different engagement behaviors.