Data underlying the research of: (Counter)marketing and manipulation: a phone juxtaposition

doi: 10.4121/733c73ae-9cf5-4c58-a479-b23ebc0fbea6.v1
The doi above is for this specific version of this dataset, which is currently the latest. Newer versions may be published in the future. For a link that will always point to the latest version, please use
doi: 10.4121/733c73ae-9cf5-4c58-a479-b23ebc0fbea6
Datacite citation style:
Espinoza, Armando ; Piña-García, Carlos-Adolfo (2024): Data underlying the research of: (Counter)marketing and manipulation: a phone juxtaposition. Version 1. 4TU.ResearchData. dataset.
Other citation styles (APA, Harvard, MLA, Vancouver, Chicago, IEEE) available at Datacite

Marketing faces challenges in the communication process while attempting to persuade the consumer, as external stimuli may influence the target consumer's response, and in the digital age, audiences choose how to receive messages, even if they opt to do so. Counter marketing, the “dark side”, involves social engineering and should be seen as a new kind of massive manipulation, as fake reviews, on digital media, try to influence the perception of a product during the purchasing process, as consumers rely on these opinions. We conducted a cross-platform (TikTok, Reddit, Apple Support Community, Google: Trends & Finance) study to understand if counter marketing action could affect iPhone 15 and Apple’s perception after the device lineup launch on September, 2023.

  • 2024-02-12 first online, published, posted
Data set.xlsx (Excel)
  • This research received no external funding
LARSI - Universidad Veracruzana (Mexico).


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