Survey data on consumer responses to social media-endorsed FMCG advertising in Vietnam

This article presents a survey dataset on consumer responses to social media-endorsed advertising in Vietnam's fast-moving consumer goods (FMCG) sector. Data were collected through a cross-sectional online survey administered in Google Forms and distributed via relevant Facebook groups in Vietnam between August and December 2025, using a non-probability purposive sampling approach targeting adult social media users with recent exposure to influencer-endorsed FMCG advertising. Of the 1003 submitted responses, 563 were retained in the refined analytical dataset after informed consent screening, five eligibility screening questions, and post-screening quality checks. The instrument includes 36 Likert-type indicators measuring nine reflective constructs (credibility, expertise, congruence, authenticity, entertainment, informativeness, customer experience, brand association, and engagement), together with demographic and control variables. Measurement quality was assessed in SmartPLS 4, with results indicating satisfactory reliability, convergent validity, and discriminant validity for the reflective measurement scales. The repository package contains the raw dataset, the refined analytical dataset, the codebook, the informed consent form, and the questionnaire in English and Vietnamese. These data can be reused for scale assessment, replication, multigroup comparison, mediation analysis, and comparative research on influencer-led advertising and brand-related outcomes in emerging markets.