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The effect of autonomous sensory meridian response (ASMR) messages on consumer brand perceptions and intentions
Journal
Journal of Consumer Behavior
Type
journal article
Date Issued
2024
Author(s)
Abstract
In den letzten zehn Jahren hat ein neues Mediengenre namens ASMR rasant an Popularität gewonnen. ASMR beschreibt ein angenehmes Kribbeln, das durch verschiedene audiovisuelle Reize ausgelöst wird, die von sogenannten ASMRtists vorgeführt werden. Es hat sich gezeigt, dass diese Reize zu einer stärkeren parasozialen Bindung an die ASMRtists und zu einer höheren Akzeptanz ihrer Marketingbotschaften führen. Bisher wurde die Effektivität von ASMR-Marketing jedoch nicht direkt mit der von klassischem Influencer-Marketing verglichen. In zwei aufeinanderfolgenden 2x2-Experimenten mit insgesamt 408 Konsumenten vergleicht diese Studie die Wirkung von Sponsoring-Botschaften zweier ASMRtists mit denen zweier YouTube-Influencer. Die Ergebnisse zeigen, dass ASMR selbst durch kurze gesponserte Botschaften ausgelöst werden kann und dass es die Wahrnehmung sowohl der beworbenen Marke als auch des präsentierenden ASMRtists positiv beeinflusst. Somit sind ASMRtists als Markenbotschafter für Vermarkter geeignet, die eine bisher wenig angesprochene Online-Community erreichen möchten.
Abstract (De)
For the past 10 years, a new genre of media content called ASMR has been growing rapidly in popularity. ASMR is described as a pleasurable tingling sensation usually triggered by different audio-visual signals, performed by so-called ASMRtists. These triggers have been shown to lead to increased parasocial identification with ASMRtists as well as a stronger commitment to their marketing messages. Yet so far, the effectiveness of ASMR marketing has not been directly compared to the effectiveness of typical influencer marketing. Using two consecutive 2 × 2 experiments among 408 consumers, this study compares the effect of a sponsorship message of two ASMRtists with two YouTube influencers. The results show that ASMR can be induced even by short, sponsored messages and that it positively influences the perception of both the advertised brand and the ASMRtist presenting it. Hence, ASMRtists are suitable brand ambassadors for marketers looking to reach an underserved online community.
Language
English
Keywords
ASMR marketing
influencer marketing
consumer behavior
brand identification
parasocial interaction (PSI)
mediation analysis
YouTube marketing
HSG Classification
contribution to scientific community
Refereed
Yes
Start page
1
End page
15
Pages
15
Official URL
Subject(s)
Division(s)
References
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