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).

	![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/

	---