README.md

---
annotations_creators:
  - machine-generated
language:
  - zh
license:
  - cc-by-nc-4.0
multilinguality:
  - monolingual
size_categories:
  - 10K<n<100K
source_datasets:
  - original
task_categories:
  - text-classification
  - image-text-to-text
  - image-classification
task_ids:
  - sentiment-analysis
  - image-captioning
  - multi-class-image-classification
pretty_name: Otome Viral Marketing (OtomeVM) Dataset
tags:
  - social-media
  - weibo
  - otome-game
  - viral-marketing
  - engagement-metrics
  - multi-modal
  - computer-vision
  - nlp
  - marketing
  - china
  - gaming
dataset_info:
  features:
    - name: post_id
      dtype: string
      description: 16-digit unique identifier for each post
    - name: post_url
      dtype: string
      description: URL of the post on Weibo
    - name: content
      dtype: string
      description: Text content of the post
    - name: long_text
      dtype: bool
      description: Whether the post is considered a long-text post
    - name: year
      dtype: int64
      description: Year of the post
    - name: month
      dtype: int64
      description: Month of the post
    - name: day
      dtype: int64
      description: Day of the post
    - name: time
      dtype: string
      description: Time of the post (HH:MM:SS)
    - name: pic_num
      dtype: int64
      description: Number of pictures attached to the post
    - name: pic_url
      dtype: string
      description: URL(s) of the attached pictures (semicolon separated if multiple)
    - name: video_url
      dtype: string
      description: URL of the attached video (if any)
    - name: view_num
      dtype: int64
      description: Number of views for the video
    - name: video_duration
      dtype: int64
      description: Duration of the video in seconds
    - name: video_title
      dtype: string
      description: Title of the video
    - name: reposts_num
      dtype: int64
      description: Number of reposts
    - name: comments_num
      dtype: int64
      description: Number of comments
    - name: likes_num
      dtype: int64
      description: Number of likes
    - name: Game
      dtype: string
      description: The game this post belongs to (FAT, LN, MDS, MQC, ToT)
  configs:
    - name: posts
      data_files:
        - split: full
          path:
            - "OtomeVM_Post.xlsx"
    - name: images
      data_files:
        - split: by_game
          path:
            - "OtomeVM_Pics/LNPicDoc.zip"
            - "OtomeVM_Pics/MDSPicDoc.zip"
            - "OtomeVM_Pics/MQCPicDoc.zip"
            - "OtomeVM_Pics/ToTPicDoc.zip"
    - name: videos
      data_files:
        - split: by_game
          path:
            - "OtomeVM_Videos/FATvideos.zip"
            - "OtomeVM_Videos/LNvideos.zip"
            - "OtomeVM_Videos/MDSvideos.zip"
            - "OtomeVM_Videos/MQCvideos.zip"
            - "OtomeVM_Videos/ToTvideos.zip"
dataset_size_in_bytes: 25150000000
download_size_in_bytes: 25150000000
citation: |
  @article{Li2025,
    author = {Li, S.S. and Wang, S. and Lee, M.K.O.},
    title = {Unveiling viral marketing dynamics in online social networks: insights from China's otome games and explainable predictive modeling},
    journal = {Internet Research},
    year = {2025},
    volume = {ahead-of-print},
    number = {ahead-of-print},
    doi = {10.1108/INTR-09-2024-1365},
    note = {Advance online publication}
  }
---


# OtomeVM Dataset

## 📁 Repository Structure
```
OtomeVM/  
├── README.md # Dataset documentation and usage instructions  
├── Images/ # Images used in the README  
│   ├── Cover.png  
│   ├── picdata.png  
│   └── videodata.png  
├── OtomeVM_Post.xlsx # Main dataset file (posts and metadata)  
├── OtomeVM_Pics/ # Folder containing image zip files by game  
│   ├── FATPicDoc.zip  # (~562 MB)  
│   ├── LNPicDoc.zip   # (~227 MB)  
│   ├── MDSPicDoc.zip  # (~50.5 MB)  
│   ├── MQCPicDoc.zip  # (~266 MB)  
│   └── ToTPicDoc.zip  # (~300 MB)  
└── OtomeVM_Videos/    # (~23.7 GB Total)  
    ├── FATvideos/     # (~7.27 GB)  
    ├── LNvideos/      # (~3.17 GB)  
    ├── MDSvideos/     # (~1.68 GB)  
    ├── MQCvideos/     # (~6.56 GB)  
    └── ToTvideos/     # (~5.04 GB)  
```

## 📦 Dataset Description

If you use this dataset, please cite our paper:

> Li, S.S., Wang, S. and Lee, M.K.O. (2025), "Unveiling viral marketing dynamics in online social networks: insights from China's otome games and explainable predictive modeling", Internet Research, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/INTR-09-2024-1365

The **OtomeVM** dataset contains social media marketing data collected from official Sina Weibo posts by five popular otome games. The dataset captures **viral marketing (VM)** campaigns including post content, timestamps, engagement metrics (likes, reposts, comments), and associated multimedia (images and videos).

![OtomeVM Cover](Images/Cover.png)

- **Collection Period:** From each game's first VM record on Weibo until **February 29, 2024**.
- **Games and Abbreviations:**

| Game Title                | Abbreviation | First Post |
|--------------------------|--------------|-----------------------|
| For all Time             | FAT          | 2019-08-20            |
| Light and Night          | LN           | 2020-03-06            |
| Mr. Love: Deep Space     | MDS          | 2020-10-23            |
| Mr. Love: Queen's Choice | MQC          | 2017-07-06            |
| Tears of Themis          | ToT          | 2019-07-29            |

- **Total Posts Collected:** 9,614

---

## 📑 Feature Overview

The following table outlines the features included in the dataset, along with descriptions and examples:

| Feature        | Description                                                                                      | Example                                                                 |
|----------------|--------------------------------------------------------------------------------------------------|-------------------------------------------------------------------------|
| `post_id`      | 16-digit unique identifier for each post                                                        | `4126473277600069`                                                     |
| `post_url`     | URL of the post on Weibo                                                                         | `https://weibo.com/3248438592/Fb6GPvT7L`                               |
| `content`      | Text content of the post as published by the game account                                        | `将首次参战广州萤火虫漫展！7月15日~18日，锁定妖都！...`       |
| `long_text`    | Whether the post is considered a long-text post (TRUE/FALSE)                                     | `TRUE`                                                                  |
| `year/month/day/time` | Timestamp of the post (split into fields)                                                 | `11:22:38 AM 6/7/2017`                                                 |
| `pic_num`      | Number of pictures attached to the post                                                          | `3`                                                                     |
| `pic_url`      | URL(s) of the attached pictures                                                                  | `https://wx2.sinaimg.cn/orj960/c19f3d40gy1fha00iuna6j20ku0ku0vv.jpg`    |
| `video_url`    | URL of the attached video (if any)                                                               | `http://miaopai.com/show/...`                                          |
| `view_num`     | Number of views for the video                                                                    | `9819188`                                                               |
| `video_duration` | Duration of the video in seconds                                                              | `93`                                                                    |
| `video_title`  | Title of the video                                                                                | `《恋与制作人》CV访谈第四弹 —— 夏磊`                                    |
| `reposts_num`  | Number of reposts the post received                                                               | `6492`                                                                  |
| `comments_num` | Number of comments received                                                                       | `3857`                                                                  |
| `likes_num`    | Number of likes                                                                                   | `4922`                                                                  |
| `Game`         | The game this post belongs to (see abbreviation above)                                           | `FAT`                                                                   |

---

## 🖼️ Multimedia Files

- All **image files** are provided as individual zip archives by game:
  - `FATPicDoc.zip` – For all Time  
  - `LNPicDoc.zip` – Light and Night  
  - `MDSPicDoc.zip` – Mr. Love: Deep Space  
  - `MQCPicDoc.zip` – Mr. Love: Queen's Choice  
  - `ToTPicDoc.zip` – Tears of Themis  

  These files are available in the `OtomeVM_Pics/` folder in this repository.

- The `OtomeVM_Videos` directory includes subfolders for each game:
  - `FATvideos/`
  - `LNvideos/`
  - `MDSvideos/`
  - `MQCvideos/`
  - `ToTvideos/`

  Within each game folder, there are the raw video files as named by the last segment of the original Weibo media URL.

### 🧷 Sample Picture Data Overview

![Sample Picture Metadata](Images/picdata.png)

### 🎬 Sample Video Data Overview

![Sample Video Metadata](Images/videodata.png)

---

## 📄 License

[![CC BY-NC 4.0][cc-by-nc-shield]][cc-by-nc]

OtomeVM © 2024 by Syrios is licensed under Creative Commons Attribution-NonCommercial 4.0 International.

[cc-by-nc]: https://creativecommons.org/licenses/by-nc/4.0/  
[cc-by-nc-shield]: https://licensebuttons.net/l/by-nc/4.0/88x31.png

You are free to:
- Share — copy and redistribute the material
- Adapt — remix, transform, and build upon the material

**Under the following terms:**
- **Attribution** — You must give appropriate credit.
- **NonCommercial** — You may not use the material for commercial purposes.

For full license text, see: https://creativecommons.org/licenses/by-nc/4.0/

---