Dataset of Extracted Effect Sizes and Analysis Scripts for the Meta-Analysis on Digital and Social Media Interventions in Destination Branding (1990-2025)

This dataset contains the extracted effect sizes and associated metadata from 30 peer-reviewed studies analyzed in the systematic review and meta-analysis titled "From Brochures to Bytes: Rewiring Destination Branding through Social, Mobile and AI—A Systematic Review with Narrative Synthesis and Meta-Analysis." The dataset specifically includes standardized effect sizes (Pearson’s r, Cohen’s d, and Hedges' g), their variances (Var_z and Var_g), sample sizes, group means and standard deviations, as well as coded moderator variables (Outcome Category, Platform Type, Content Strategy, Influencer Tier, Interactivity Level, and Destination Type). These variables have been carefully harmonized so that positive values consistently indicate favorable outcomes of digital and social media interventions on destination branding. The included analysis scripts (written in R or your specified analysis software) allow replication of all statistical analyses performed, including random-effects meta-analysis, moderator analyses, and sensitivity checks as detailed in the manuscript. This resource facilitates transparency, reproducibility, and further scholarly inquiry into digital transformation and its impacts on destination branding performance.