RomanticFragility-BrandShift: A dataset for studying romantic relationship fragility and online cognitive shift toward marriage-related brands

The stability of marital and romantic relationships depends not only on the maintenance of intimate ties at the individual level, but also on the regional institutional environment of marriage, patterns of emotional expression, and consumer cultural practices. With social media becoming a key arena for public discussions of marriage, romance, and brand meanings, online discourse on marriage-related brands and high-frequency searches for keywords such as “marriage” and “divorce” provide an empirical basis for tracing regional marital vulnerability and its temporal dynamics.To facilitate data reuse and methodological replication, this paper compiles and releases a multi-source integrated dataset for measuring marital vulnerability. The dataset includes three components: (1) annual statistics on marriage and divorce registrations for 31 provincial-level regions in mainland China from 2022 to 2024; (2) provincial-level daily search frequencies for the keywords “marriage” and “divorce” from June 2022 to December 2024, totaling 58,590 observations; and (3) social media texts related to the DR brand collected over the same period. After deduplication, rule-based cleaning, removal of low-information texts, and thematic relevance screening, the text data were organized into 35,654 structured records labeled by region, month, gender, theme ID, and narrative domain.Using marriage registration statistics, search frequency data, and brand-related texts, this paper constructs two core indicators: marital vulnerability and the brand perception shift index. The final dataset is provided in two Excel files that retain the original inputs and intermediate processing results while also offering analytical outputs for province-month matching. The dataset supports descriptive analysis, temporal distribution analysis, and indicator replication, and may be used in marriage and family research, regional comparative studies, digital marketing, computational communication, and methodological training in multi-source panel data construction, text classification, and theme identification.婚姻与浪漫关系的稳定性，不仅取决于个体层面亲密联结的维系，亦受区域性婚姻制度环境、情感表达模式与消费文化实践的影响。随着社交媒体成为公众讨论婚姻、浪漫关系与品牌内涵的核心场域，围绕婚姻相关品牌的线上话语，以及“婚姻”“离婚”等关键词的高频搜索数据，为追踪区域性婚姻脆弱性及其时间动态提供了实证基础。为促进数据复用与方法学可复现，本文整理并发布了一套用于测度婚姻脆弱性的多源整合数据集。该数据集包含三个组成部分：(1) 2022年至2024年中国大陆31个省级行政区的婚姻与离婚登记年度统计数据；(2) 2022年6月至2024年12月期间，各省级行政区“婚姻”“离婚”关键词的每日搜索频次数据，共计58590条观测样本；(3) 同期收集的与DR品牌相关的社交媒体文本。经去重、基于规则的清洗、低信息文本剔除与主题相关性筛选后，文本数据被整理为35654条结构化记录，按行政区、月份、性别、主题ID与叙事域进行标注。本文依托婚姻登记统计数据、搜索频次数据与品牌相关文本，构建了两项核心指标：婚姻脆弱性指数与品牌感知偏移指数。最终数据集以两份Excel文件形式提供，既保留了原始输入数据与中间处理结果，也提供了省-月匹配的分析产出。本数据集可支撑描述性分析、时间分布分析与指标复现，可应用于婚姻家庭研究、区域比较研究、数字营销、计算传播学，以及多源面板数据构建、文本分类与主题识别等领域的方法学训练。