Transfer of Autonomous Sensory Meridian Response (ASMR) to Relationship Marketing: Potential Effects on Perceived Customer Intimacy

Q2 Business, Management and Accounting

Journal of Relationship Marketing Pub Date : 2022-10-13 DOI:10.1080/15332667.2022.2132105

Henrietta Leonie Pilny, Marie-Christin Papen, Thomas Niemand

引用次数: 1

Abstract

Abstract ASMR has attracted considerable attention in social media and advertising practices, but it lacks empirical investigation within marketing science. This study suggests applying ASMR in the design of interactions in relationships between organizations and customers in order to shorten spatial distance evoked by digitization. This experimental study comprises the first empirical investigation of ASMR in the context of relationship marketing with a focus on perceived customer intimacy. The findings demonstrate that the level of perceived customer intimacy depends on individuals’ extraversion and agreeableness, and ASMR may entail the ability to positively influence this intimacy, but is influenced by further variables.

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自主感觉经络反应(ASMR)向关系营销的转移:对感知顾客亲密度的潜在影响

摘要ASMR在社交媒体和广告实践中引起了相当大的关注，但它缺乏营销学中的实证研究。本研究建议将ASMR应用于组织与客户关系中的互动设计，以缩短数字化引发的空间距离。这项实验研究包括在关系营销背景下对ASMR的首次实证调查，重点是感知到的客户亲密度。研究结果表明，感知到的客户亲密程度取决于个人的外向性和宜人性，ASMR可能具有积极影响这种亲密关系的能力，但会受到其他变量的影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Relationship Marketing Business, Management and Accounting-Marketing

CiteScore

10.20

自引率

0.00%

发文量

期刊介绍： The Journal of Relationship Marketing is a quarterly journal that publishes peer-reviewed (double-blind) conceptual and empirical papers of original works that make serious contributions to the understanding and advancement of relationship and marketing theory, research, and practice. This academic journal is interdisciplinary and international in nature. Topics of interest (not limited to): Evolution and life cycle of RM; theoretical and methodological issues in RM; types of RM, networks and strategic alliances; internal communication, quality, trust, commitment, satisfaction, loyalty, and dissolution in RM; applications of RM in different disciplines and industries; international perspectives in RM; RM strategies in services economy, higher education, and e-commerce; RM, technology, and the Web; profitability and RM; case studies and best practices in RM. If you are interested in becoming an ad-hoc reviewer, please e-mail a brief statement indicating your area of expertise and interest along with a copy of your CV.