Dataset of "Scroll, Comment, Recycle? Green Sponsored Content and Audiences Ambivalence on TikTok"

The dataset includes 45 highly viewed TikTok videos (published between 10 August 2020 and 24 May 2024) that explicitly disclose brand collaborations (#ad, #adv, #advertisement) and are associated with the hashtags #sustainability, #ecofriendly, and #zerowaste. For each video, we collected engagement metrics (views, likes, comments, saves), information about the promoted product and brand, and qualitative coding of the product qualities emphasized by the creator.In addition, the dataset comprises 392 high-interaction comments (selected from an initial corpus of 11,506), coded according to four audience types (Allies, Inquisitive, Detractors, Enigmatics) and further analyzed through inductive thematic subcategories.