Datasets:

syrioss
/

OtomeVM

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).

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 Video Data Overview

📄 License

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/