Dataset of Extracted Effect Sizes for Meta-Analysis: From Brochures to Bytes – Rewiring Destination Branding through Social, Mobile, and AI

This dataset supports 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" which investigates how digital transformation, particularly social media, mobile technology, and artificial intelligence, impacts destination-branding outcomes. The dataset contains detailed effect sizes extracted from 60 studies included in the meta-analysis. The main variables in the dataset include: Study ID: Unique identifiers for each of the 60 studies included. Sample sizes (N): The number of participants before and after digital interventions. Group Means and Standard Deviations: Raw scores used to calculate the effect sizes (Cohen's d). Cohen’s d and Variance: Standardized mean differences indicating effect magnitude and their variance for meta-analytic pooling. Moderator Variables: Categorical moderators including Outcome_Category, Platform_Type, Content_Strategy, Influencer_Tier, Interactivity_Level, Destination_Type, facilitating subgroup analyses. The dataset is structured to enable replication and transparency in meta-analytic procedures, moderator testing, and further research exploring the evolution of destination-branding effectiveness in digital contexts.