Can we turn ASMR experiences into advertising? College-age consumers’ perceptions of ASMR contents and advertisements

Despite the emergence of autonomous sensory meridian response (ASMR) as a marketing tool, limited research has explored its effectiveness.
Lee and Chen

Management Slant

  • The themes that emerged regarding individuals’ experience and understanding of ASMR content and advertising suggest that new media (e.g., YouTube) are better channels for ASMR advertising than traditional media (e.g., television, radio) and that ASMR advertisements grab consumers’ attention more than traditional advertisements.
  • Text mining analysis of the YouTube comments on IKEA’s “Oddly IKEA” ASMR campaign revealed that the most frequently appearing words were “love,” “good,” “voice,” “buy,” and “relaxing.”
  • The sentiment analysis showed that, within 10 sentiment categories, 24 percent of the total comments were categorized as positive, constituting the...
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