Evidence package: social media marketing, brand perception and purchase intention in Milagro, Ecuador (Disproyser, 2025)

De-identified microdata (n = 490; 24 Likert items), the coded qualitative corpus (104 segments from 11 interviews), codebooks, harmonisation rules, analysis scripts and result tables supporting three manuscripts derived from a doctoral thesis at Universidad Anahuac Mexico Norte. Contents: (1) survey microdata with direct identifiers removed and collection date reduced to month; (2) codebook, variable dictionary, code presence matrix and saturation log; (3) two Python scripts that rebuild the dataset and reproduce every descriptive, correlational and structural estimate reported in the manuscripts; (4) result tables in CSV and a results.json summary; (5) bibliographic corpus matrices (32 core studies; 15 update studies with 23 extracted fields) and Crossref metadata; (6) documentation on data availability, search strategy, methodological notes and deposit procedure. Not included, for privacy reasons: full interview transcripts, audio recordings and the raw survey file containing e-mail, name, national identity number and mobile number. These are available under controlled access from the corresponding author, subject to approval by the institutional ethics committee. Licences: data CC BY 4.0; code MIT.