From Technology-Enabled Social Media Communications To Online Brand Advocacy: The Moderating Role of Cultural Values and the Mediating Effect of Brand Passion

The dataset consists of 348 anonymized responses collected from Indonesians aged 18 and above who are social media users for the conference paper From Technology-Enabled Social Media Communications To Online Brand Advocacy: The Moderating Role of Cultural Values and the Mediating Effect of Brand Passion submitted to the International Conference on Creative Communication & Innovative Technology (ICCIT) 2026. Constructs were based on the following variables: Firm-Created Social Media Communications User-Generated Social Media Communications Brand Passion Online Brand Advocacy Power Distance Individualism-Collectivism