{"title":"Can We Turn ASMR Experiences Into Advertising?","authors":"Susanna S. Lee, Huan Chen","doi":"10.2501/jar-2023-022","DOIUrl":null,"url":null,"abstract":"Despite the emergence of autonomous sensory meridian response (ASMR) as a marketing tool, limited research has explored its effectiveness. This study uses in-depth interviews and social media text mining to examine college-aged consumers’ experiences, uses, and interpretations of ASMR content and advertising. Regarding ASMR content, themes that emerged include sensations described as weird at first but later “tingles,” relaxation, stress and anxiety management, use as a sleep-aid tool, and experiences enhanced with earphones. For ASMR advertising, themes encompass attention-grabbing, product-centered approaches; targeting young people; and friendly, soft-speaking voices. Sentiment analysis of 7,724 YouTube comments on IKEA’s ASMR campaign revealed that 24 percent of the total comments were categorized as positive.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"9 1","pages":"0"},"PeriodicalIF":2.1000,"publicationDate":"2023-10-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.2501/jar-2023-022","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Despite the emergence of autonomous sensory meridian response (ASMR) as a marketing tool, limited research has explored its effectiveness. This study uses in-depth interviews and social media text mining to examine college-aged consumers’ experiences, uses, and interpretations of ASMR content and advertising. Regarding ASMR content, themes that emerged include sensations described as weird at first but later “tingles,” relaxation, stress and anxiety management, use as a sleep-aid tool, and experiences enhanced with earphones. For ASMR advertising, themes encompass attention-grabbing, product-centered approaches; targeting young people; and friendly, soft-speaking voices. Sentiment analysis of 7,724 YouTube comments on IKEA’s ASMR campaign revealed that 24 percent of the total comments were categorized as positive.
期刊介绍：
The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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