Lurking on Social Media: A multi-method investigation into its conceptualisation and measurement, to explore alternative explanations through a study of UK skincare consumers - SPSS dataset files both main study and pilot test

Albuhameed, Reem and Albuhameed, Reem (2025) Lurking on Social Media: A multi-method investigation into its conceptualisation and measurement, to explore alternative explanations through a study of UK skincare consumers - SPSS dataset files both main study and pilot test.

This dataset contains responses from an online survey conducted via Prolific administered to 630 UK skincare consumers aged between 18-74. The survey gathered quantitative data on both active and passive forms of online engagement through measuring both visible behaviours (e.g., posting frequency, likes, shares) and the less visible behaviour of lurking (e.g. reading, learning, observing, browsing, etc.), redefined in terms of “lurking orientation.” SPSS was used to perform descriptive and inferential statistical analysis on the survey data. The analyses aimed to: 1) Validate the lurking orientation as a continuous construct rather than a binary behaviour that is present/absent, 2) Explore the relationships between lurking orientation, personality and motivational factors, and downstream offline engagement outcomes (e.g., product purchases and recommendations), and 3) Segment the consumer base to propose a typology of lurkers that can guide more effective, nuanced engagement strategies for skincare brands. This SPSS dataset is particularly valuable for quantitative researchers, marketers, and practitioners interested in the detailed statistical evaluation of engagement behaviours in online communities. It offers insights into how "passive" engagement (i.e. lurking) can be reinterpreted as a variable, rather than uniformly undesirable behaviour, thereby informing more targeted and efficient digital marketing approaches.