The role of social media in long-running live events: The case of the Big Four fashion weeks dataset

The advent of social media platforms has caused many changes in humans' daily lifestyle. One of the most significant changes is the way in which people participate in social and cultural events. Users' participation in social media platforms is continuously increasing. This has provided brands with new opportunities such as enhancing brand influence and understanding online users' reactions through user-generated content (UGC) analysis. We provide and describe a large-scale hashtag-based dataset of social media posts published on Instagram about the Big Four international fashion weeks in New York, Paris, Milan, and London. The dataset provides the data of the 2018 events and has a periodic and well-established structure. Moreover, we designed a two-stage platform for collecting such large-scale datasets related to long-running events based on relevant hashtags: In the first stage, the platform extracts all the posts, and in the second stage, it extracts the information about the authors of the posts. (C) 2021 Published by Elsevier Inc.