Questionnaire & SEM PLS Results - Laugh, Engage, and Remember through Online Humor Advertising on Social Media

Research Abstract (Contextual Reference) This dataset originates from a quantitative cross-sectional study investigating how humorous advertising on social media influences brand recognition among Generation Z consumers in Indonesia.Data were collected from 297 respondents aged 19–27 years, all of whom are active users of Instagram, TikTok, and YouTube and have previously been exposed to humorous advertisements. The research examines causal pathways among: Humorous Advertising (HA) – independent variable Positive Electronic Word-of-Mouth (E-WOM) – mediating variable Brand Recognition (BR) – dependent variable Statistical analysis was conducted using Structural Equation Modeling (SEM-PLS) through SmartPLS 4 to evaluate the outer loadings, reliability, validity, and structural relationships among constructs. Variables and Analytical Focus Construct Description Example Indicators Humorous Advertising (HA) Measures perception of humor quality, attractiveness, and message clarity HA1–HA8 Positive E-WOM (EWOM) Captures audience engagement, message credibility, and information sharing IQ1–IQ6, IC1–IC6 Brand Recognition (BR) Assesses spontaneous and aided recall, brand identification, and awareness BI1–BI5, AA1–AA3, UA1–UA2 Dataset Overview Attribute Description Total Respondents 297 Sampling Method Non-probability purposive sampling Data Type Primary data, cross-sectional survey Instrument Type Structured questionnaire (Likert scale 1–5) Analysis Software SmartPLS 4 Output Metrics Outer Loadings, Reliability & Validity Indices, R² Values, Path Coefficients