SPSS Dataset – Digital Marketing Storytelling and Consumer Engagement with Yassir (Algeria)

This dataset contains raw survey data (N=200) collected for a Master's thesis examining digital marketing storytelling as a case study of Yassir, an Algerian technology company. The questionnaire includes demographic variables (gender, age, educational level, app usage patterns) and five main constructs measured on 5-item scales: X1 (narrative structure), X2 (content quality/appeal), Y1 (cognitive engagement), Y2 (emotional engagement), and Y3 (behavioral engagement/intention). Data was analyzed using IBM SPSS Statistics. The file is provided in .sav format for reliability and validity verification purposes (Cronbach's alpha, item-total correlations).