我们能将ASMR体验转化为广告吗?

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2023-10-16 DOI:10.2501/jar-2023-022

Susanna S. Lee, Huan Chen

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引用次数: 0

摘要

尽管自主感觉经络反应(ASMR)作为一种营销工具出现，但对其有效性的研究有限。本研究采用深度访谈和社交媒体文本挖掘来研究大学生年龄消费者对ASMR内容和广告的体验、使用和解释。关于ASMR的内容，出现的主题包括最初被描述为奇怪但后来“刺痛”的感觉，放松，压力和焦虑管理，用作助眠工具，以及使用耳机增强的体验。对于ASMR广告，主题包括吸引眼球、以产品为中心的方法;以年轻人为目标;还有友善、轻声细语的声音。对YouTube上7724条关于宜家ASMR活动的评论进行情绪分析后发现，24%的评论被归为正面评论。

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Can We Turn ASMR Experiences Into Advertising?

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.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

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.