Research Article
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Year 2023, Volume: 23 Issue: 4, 589 - 604, 22.10.2023
https://doi.org/10.21121/eab.1289908

Abstract

Supporting Institution

Yoktur.

Project Number

Yoktur.

Thanks

Yoktur.

References

  • ASMR University (2022, March 7). Retrieved from https:// asmruniversity.files.wordpress.com/2021/08/ i9mbkd34tyl61.png
  • Aytekin, B. A. (2019). İzleyici ve içerik etkileşimi bağlamında yeni bir YouTube fenomeni olarak otonom duyusal meridyen tepki (ASMR) etkisinin deri iletkenliği ölçümü (GSR) tekniği ile incelenmesi. OPUSUluslararası Toplum Araştırmaları Dergisi, 10(17), 1568-1600. https://doi.org/10.26466/opus.533789
  • Bal, H. (2013). Nitel araştırma yöntemi. Isparta/Turkey: Fakülte Kitabevi.
  • Barratt, E. L. & Davis, N. J. (2015). Autonomous sensory meridian response (ASMR): A flow-like mental state. PeerJ- Life and Environment, 3(e851). https://doi. org/10.7717/peerj.851
  • Breus, M. J. (2019, June 25). Can ASMR help you sleep better? Psychology Today. https://www. psychologytoday.com/us/blog/sleep-newzzz/201906/ can-asmr-help-you-sleep-better
  • Cash, D.K, Heisick, L.L. & Papesh, M.H. (2018). Expectancy effects in the autonomous sensory meridian response. Peer J., 6(4):e5229. https://doi.org/10.7717/ peerj.5229
  • Chae, H., Baek, M., Jang, H. & Sung, S. (2021). Storyscaping in fashion brand using commitment and nostalgia based on ASMR marketing. Journal of Business Research, 130, 462-472. https://doi.org/10.1016/j. jbusres.2020.01.004
  • Çerçi, M. (2021). Otonom duyusal meridyen tepki (ASMR) reklamlarının duygu oluşturmadaki rolü. Turkish Online Journal of Design Art and Communication, 11(3), 932-942.
  • De Kerpel, L., Van Kerckhove, A., & Tessitore, T. (2021). Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intentions. Proceedings of the European marketing academy. Presented at the 50th Annual EMAC Conference, Madrid, Spain.
  • Greer, J. (2022, February 2). ASMR is linked to anxiety and neuroticism, our new research finds. The Conversation. https://theconversation.com/asmr-islinked-to-anxiety-and-neuroticism-our-new-researchfinds-175903
  • Guy-Evans, O. (2022, March 16). What is autonomous sensory meridian response (ASMR)? Simply Psychology. www.simplypsychology.org/what-is-asmr. html
  • Kaushik, S. & Gokhale, N. (2021). Online sensory marketing: Developing five-dimensional multi-sensory brand experiences and its effectiveness. Revista Gestão Inovação e Tecnologias, 11(4), 5375-5391. 10.47059/ revistageintec.v11i4.2567
  • Kassarjian, H.H. (1977). Content analysis in consumer research. Journal of Consumer Research, 4(1), 8-18.
  • Kim, B. (2020). ASMR in advertising and its effects: the moderating role of product involvement and brand familiarity. (Unpublished master’s thesis), Texas University, Austin, Texas.
  • Kolbe, R. H., & Burnett, M. S. (1991). Content-analysis research: An examination of applications with directives for improving research reliability and objectivity. Journal of Consumer Research, 18(2), 243– 250.
  • Krippendorff, K. (2012). Content analysis: An introduction to its methodology (3rd ed.). Thousand Oaks, CA: Sage Publications.
  • Macias, W. & Lewis, L.S. (2004). A content analysis of directto-consumer (DTC) prescription drug site. Journal of Advertising, 32(4): 43-56.
  • Magna (2022, March 7). Retrieved from https:// magnaglobal.com/wp-content/ uploads/2021/09/ MAGNA-Channel-Factory-The-Proximity-Effect.pdf
  • Mayring, P. (2011). Nitel sosyal araştırmaya giriş (A. Gümüş & M. S. Durgun, Trans.), Ankara/Turkey: Bilgesu Yayıncılık.
  • McErlean, A.J. & Banissy, M.J. (2018). Increased misophonia in self-reported autonomous sensory meridian response. Peer J., 6(6):e5351. https://doi.org/10.7717/ peerj.5351
  • Miles, M. B. & Huberman, A. M. (2016). Nitel veri analizi. (S. Akbaba ve A. A. Ersoy, Çev.). Ankara: Pegem Akademi.
  • Mooney, A., & Klein, J. (2016). ASMR videos are the biggest YouTube trend you’ve never heard of. Erişim adresi https://www.thinkwithgoogle.com/consumerinsights/consumer-trends/asmr-videos-youtubetrend/ Determining Autonomous Sensory Meridian Response (ASMR) Effect on Advertising Effectiveness by Using Content Analysis
  • Papuççiyan, A. (2020, May 12). Türkiye’nin en çok ziyaret edilen 20 web sitesi. https://webrazzi. com/2020/05/12/turkiye-nin-en-cok-ziyaretedilen-20-web-sitesi
  • Pastore, V. (2018). ASMR videos: An exploratory analysis of communication and sales potential for companies. (Unpublished master’s thesis). Bocconi University, Milano, Italy.
  • Pilny, H. L., Papen, M.C. & Niemand, T. (2022). Transfer of autonomous sensory meridian response (ASMR) to relationship marketing: Potential effects on perceived customer intimacy. Journal of Relationship Marketing, 22(1), 29-61. https://doi. org/10.1080/15332667.2022.2132105
  • Poerio, G.L., Blakey, E., Hostler, T.J. & Veltri, T. (2018). More than a feeling: Autonomous sensory meridian response (ASMR) is characterized by reliable changes in affect and physiology. PLoS ONE, 13(6), 1-18. https://doi.org/10.1371/journal. pone.0196645
  • Richard, C. (2019, June 12). High School student completes study about ASMR and gender. Retrieved from https://asmruniversity. com/2019/06/12/high-school-student-asmrstudy/
  • Richard, C. (2016, May 17). Interview with Jennifer Allen, the woman who coined the term, ‘autonomous sensory meridian response’ (ASMR). https://asmruniversity.com/2016/05/17/jenniferallen-interview-coined-asmr/
  • Richard, C. (2015, November 10). Has Dove chocolate created the first ASMR-inspired commercial? https://asmruniversity.com/2015/11/10/dovechocolate-asmr-commercial/
  • Riffe, D., Lacy, S. & Fico, F. (2005). Analyzing media messages: Using quantitative content analysis in research. 2nd ed. Mahwah, NJ: Lawrence Erlbaum.
  • Saldana, J. (2019). Nitel araştırmacılar için kodlama el kitabı (A. Tüfekçi Akcan & S. Nihat Şad, Trans.). Pegem Akademi.
  • Sallan Gül, S. & Kahya Nizam, Ö. (2021). Sosyal bilimlerde içerik ve söylem analizi. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 42(Special Issue 1), 181-198. https://doi. org/10.30794/pausbed.803182
  • Sands, S., Colin, C., Alexis, M. & Veronika, K. (2022). Can a whisper boost recall of video advertisements?:Exploring the effects of autonomous sensory meridian response (ASMR) in advertising. Journal of Advertising Research, 62(3), 287-296. https://doi.org/10.2501/JAR-2022-016
  • Smith, S. D., Fredborg, K. B. & Kornelsen, J. (2017). An examination of the default mode network in individuals with autonomous sensory meridian response (ASMR). Social Neuroscience, 12(4), 361-365. https://doi.org/10.1080/17470919.2016.1188851
  • Stemler, S. (2000). An overview of content analysis. Practical Assessment, Research and Evaluation, 7(7), 1-7. https://doi.org/10.7275/z6fm-2e34 Teddlie, C. & Tashakkori, A. (2009). Foundations of mixed methods research. Thousand Oaks/CA: Sage Publications.
  • Tiffany, K. (2019, Feb 3). ASMR makes its Super Bowl debut in Zoe Kravitz’s Michelob Ultra commercial. Vox. https://www.vox.com/the-goods/2019/2/3/18209948/ super-bowl-53-asmr-ad-watch-michelob-ultra
  • Varnalı, K. (2019). Dijital kabilelerin izinde. Sosyal medyada netnografik araştırmalar. İstanbul: Mediacat. 2nd Edition.

DETERMINING AUTONOMOUS SENSORY MERIDIAN RESPONSE (ASMR) EFFECT ON ADVERTISING EFFECTIVENESS BY USING CONTENT ANALYSIS

Year 2023, Volume: 23 Issue: 4, 589 - 604, 22.10.2023
https://doi.org/10.21121/eab.1289908

Abstract

Autonomous Sensory Meridian Response which is abbreviated as ASMR, is emerging as a content that brands prefer to use in their ads recently. However, the effects of ASMR contents on consumers can be positive as well as negative, making ASMR contents a risky choice for brands. In the literature, the outputs on the advertising effectiveness of ASMR contents are quite insufficient. Based on this gap, it is aimed to reveal the effect of ASMR on advertising effectiveness by obtaining consumer insights into ASMR contents in ads. For this purpose, ASMR-containing Permolit Paint and LC Waikiki (LCW) ads published in Turkey were determined and the comments for these ads in the digital media platforms were analyzed by content analysis. The results showed that both ASMR ads were mostly evaluated as relaxing and positive, but also provided a positive behavioral attitude such as using the brand and voluntarily watching the ads repeatedly. Yet, some auditory triggers, especially whispering and contact with the product surface, were found to be a prominent source of negative attitude towards LCW's advertisement.

Project Number

Yoktur.

References

  • ASMR University (2022, March 7). Retrieved from https:// asmruniversity.files.wordpress.com/2021/08/ i9mbkd34tyl61.png
  • Aytekin, B. A. (2019). İzleyici ve içerik etkileşimi bağlamında yeni bir YouTube fenomeni olarak otonom duyusal meridyen tepki (ASMR) etkisinin deri iletkenliği ölçümü (GSR) tekniği ile incelenmesi. OPUSUluslararası Toplum Araştırmaları Dergisi, 10(17), 1568-1600. https://doi.org/10.26466/opus.533789
  • Bal, H. (2013). Nitel araştırma yöntemi. Isparta/Turkey: Fakülte Kitabevi.
  • Barratt, E. L. & Davis, N. J. (2015). Autonomous sensory meridian response (ASMR): A flow-like mental state. PeerJ- Life and Environment, 3(e851). https://doi. org/10.7717/peerj.851
  • Breus, M. J. (2019, June 25). Can ASMR help you sleep better? Psychology Today. https://www. psychologytoday.com/us/blog/sleep-newzzz/201906/ can-asmr-help-you-sleep-better
  • Cash, D.K, Heisick, L.L. & Papesh, M.H. (2018). Expectancy effects in the autonomous sensory meridian response. Peer J., 6(4):e5229. https://doi.org/10.7717/ peerj.5229
  • Chae, H., Baek, M., Jang, H. & Sung, S. (2021). Storyscaping in fashion brand using commitment and nostalgia based on ASMR marketing. Journal of Business Research, 130, 462-472. https://doi.org/10.1016/j. jbusres.2020.01.004
  • Çerçi, M. (2021). Otonom duyusal meridyen tepki (ASMR) reklamlarının duygu oluşturmadaki rolü. Turkish Online Journal of Design Art and Communication, 11(3), 932-942.
  • De Kerpel, L., Van Kerckhove, A., & Tessitore, T. (2021). Can you feel the advertisement tonight? The effect of ASMR cues in video advertising on purchase intentions. Proceedings of the European marketing academy. Presented at the 50th Annual EMAC Conference, Madrid, Spain.
  • Greer, J. (2022, February 2). ASMR is linked to anxiety and neuroticism, our new research finds. The Conversation. https://theconversation.com/asmr-islinked-to-anxiety-and-neuroticism-our-new-researchfinds-175903
  • Guy-Evans, O. (2022, March 16). What is autonomous sensory meridian response (ASMR)? Simply Psychology. www.simplypsychology.org/what-is-asmr. html
  • Kaushik, S. & Gokhale, N. (2021). Online sensory marketing: Developing five-dimensional multi-sensory brand experiences and its effectiveness. Revista Gestão Inovação e Tecnologias, 11(4), 5375-5391. 10.47059/ revistageintec.v11i4.2567
  • Kassarjian, H.H. (1977). Content analysis in consumer research. Journal of Consumer Research, 4(1), 8-18.
  • Kim, B. (2020). ASMR in advertising and its effects: the moderating role of product involvement and brand familiarity. (Unpublished master’s thesis), Texas University, Austin, Texas.
  • Kolbe, R. H., & Burnett, M. S. (1991). Content-analysis research: An examination of applications with directives for improving research reliability and objectivity. Journal of Consumer Research, 18(2), 243– 250.
  • Krippendorff, K. (2012). Content analysis: An introduction to its methodology (3rd ed.). Thousand Oaks, CA: Sage Publications.
  • Macias, W. & Lewis, L.S. (2004). A content analysis of directto-consumer (DTC) prescription drug site. Journal of Advertising, 32(4): 43-56.
  • Magna (2022, March 7). Retrieved from https:// magnaglobal.com/wp-content/ uploads/2021/09/ MAGNA-Channel-Factory-The-Proximity-Effect.pdf
  • Mayring, P. (2011). Nitel sosyal araştırmaya giriş (A. Gümüş & M. S. Durgun, Trans.), Ankara/Turkey: Bilgesu Yayıncılık.
  • McErlean, A.J. & Banissy, M.J. (2018). Increased misophonia in self-reported autonomous sensory meridian response. Peer J., 6(6):e5351. https://doi.org/10.7717/ peerj.5351
  • Miles, M. B. & Huberman, A. M. (2016). Nitel veri analizi. (S. Akbaba ve A. A. Ersoy, Çev.). Ankara: Pegem Akademi.
  • Mooney, A., & Klein, J. (2016). ASMR videos are the biggest YouTube trend you’ve never heard of. Erişim adresi https://www.thinkwithgoogle.com/consumerinsights/consumer-trends/asmr-videos-youtubetrend/ Determining Autonomous Sensory Meridian Response (ASMR) Effect on Advertising Effectiveness by Using Content Analysis
  • Papuççiyan, A. (2020, May 12). Türkiye’nin en çok ziyaret edilen 20 web sitesi. https://webrazzi. com/2020/05/12/turkiye-nin-en-cok-ziyaretedilen-20-web-sitesi
  • Pastore, V. (2018). ASMR videos: An exploratory analysis of communication and sales potential for companies. (Unpublished master’s thesis). Bocconi University, Milano, Italy.
  • Pilny, H. L., Papen, M.C. & Niemand, T. (2022). Transfer of autonomous sensory meridian response (ASMR) to relationship marketing: Potential effects on perceived customer intimacy. Journal of Relationship Marketing, 22(1), 29-61. https://doi. org/10.1080/15332667.2022.2132105
  • Poerio, G.L., Blakey, E., Hostler, T.J. & Veltri, T. (2018). More than a feeling: Autonomous sensory meridian response (ASMR) is characterized by reliable changes in affect and physiology. PLoS ONE, 13(6), 1-18. https://doi.org/10.1371/journal. pone.0196645
  • Richard, C. (2019, June 12). High School student completes study about ASMR and gender. Retrieved from https://asmruniversity. com/2019/06/12/high-school-student-asmrstudy/
  • Richard, C. (2016, May 17). Interview with Jennifer Allen, the woman who coined the term, ‘autonomous sensory meridian response’ (ASMR). https://asmruniversity.com/2016/05/17/jenniferallen-interview-coined-asmr/
  • Richard, C. (2015, November 10). Has Dove chocolate created the first ASMR-inspired commercial? https://asmruniversity.com/2015/11/10/dovechocolate-asmr-commercial/
  • Riffe, D., Lacy, S. & Fico, F. (2005). Analyzing media messages: Using quantitative content analysis in research. 2nd ed. Mahwah, NJ: Lawrence Erlbaum.
  • Saldana, J. (2019). Nitel araştırmacılar için kodlama el kitabı (A. Tüfekçi Akcan & S. Nihat Şad, Trans.). Pegem Akademi.
  • Sallan Gül, S. & Kahya Nizam, Ö. (2021). Sosyal bilimlerde içerik ve söylem analizi. Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 42(Special Issue 1), 181-198. https://doi. org/10.30794/pausbed.803182
  • Sands, S., Colin, C., Alexis, M. & Veronika, K. (2022). Can a whisper boost recall of video advertisements?:Exploring the effects of autonomous sensory meridian response (ASMR) in advertising. Journal of Advertising Research, 62(3), 287-296. https://doi.org/10.2501/JAR-2022-016
  • Smith, S. D., Fredborg, K. B. & Kornelsen, J. (2017). An examination of the default mode network in individuals with autonomous sensory meridian response (ASMR). Social Neuroscience, 12(4), 361-365. https://doi.org/10.1080/17470919.2016.1188851
  • Stemler, S. (2000). An overview of content analysis. Practical Assessment, Research and Evaluation, 7(7), 1-7. https://doi.org/10.7275/z6fm-2e34 Teddlie, C. & Tashakkori, A. (2009). Foundations of mixed methods research. Thousand Oaks/CA: Sage Publications.
  • Tiffany, K. (2019, Feb 3). ASMR makes its Super Bowl debut in Zoe Kravitz’s Michelob Ultra commercial. Vox. https://www.vox.com/the-goods/2019/2/3/18209948/ super-bowl-53-asmr-ad-watch-michelob-ultra
  • Varnalı, K. (2019). Dijital kabilelerin izinde. Sosyal medyada netnografik araştırmalar. İstanbul: Mediacat. 2nd Edition.
There are 37 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Article
Authors

Gizem Tokmak Danışman 0000-0002-5855-6728

Project Number Yoktur.
Early Pub Date October 16, 2023
Publication Date October 22, 2023
Acceptance Date August 23, 2023
Published in Issue Year 2023 Volume: 23 Issue: 4

Cite

APA Tokmak Danışman, G. (2023). DETERMINING AUTONOMOUS SENSORY MERIDIAN RESPONSE (ASMR) EFFECT ON ADVERTISING EFFECTIVENESS BY USING CONTENT ANALYSIS. Ege Academic Review, 23(4), 589-604. https://doi.org/10.21121/eab.1289908
AMA Tokmak Danışman G. DETERMINING AUTONOMOUS SENSORY MERIDIAN RESPONSE (ASMR) EFFECT ON ADVERTISING EFFECTIVENESS BY USING CONTENT ANALYSIS. ear. October 2023;23(4):589-604. doi:10.21121/eab.1289908
Chicago Tokmak Danışman, Gizem. “DETERMINING AUTONOMOUS SENSORY MERIDIAN RESPONSE (ASMR) EFFECT ON ADVERTISING EFFECTIVENESS BY USING CONTENT ANALYSIS”. Ege Academic Review 23, no. 4 (October 2023): 589-604. https://doi.org/10.21121/eab.1289908.
EndNote Tokmak Danışman G (October 1, 2023) DETERMINING AUTONOMOUS SENSORY MERIDIAN RESPONSE (ASMR) EFFECT ON ADVERTISING EFFECTIVENESS BY USING CONTENT ANALYSIS. Ege Academic Review 23 4 589–604.
IEEE G. Tokmak Danışman, “DETERMINING AUTONOMOUS SENSORY MERIDIAN RESPONSE (ASMR) EFFECT ON ADVERTISING EFFECTIVENESS BY USING CONTENT ANALYSIS”, ear, vol. 23, no. 4, pp. 589–604, 2023, doi: 10.21121/eab.1289908.
ISNAD Tokmak Danışman, Gizem. “DETERMINING AUTONOMOUS SENSORY MERIDIAN RESPONSE (ASMR) EFFECT ON ADVERTISING EFFECTIVENESS BY USING CONTENT ANALYSIS”. Ege Academic Review 23/4 (October 2023), 589-604. https://doi.org/10.21121/eab.1289908.
JAMA Tokmak Danışman G. DETERMINING AUTONOMOUS SENSORY MERIDIAN RESPONSE (ASMR) EFFECT ON ADVERTISING EFFECTIVENESS BY USING CONTENT ANALYSIS. ear. 2023;23:589–604.
MLA Tokmak Danışman, Gizem. “DETERMINING AUTONOMOUS SENSORY MERIDIAN RESPONSE (ASMR) EFFECT ON ADVERTISING EFFECTIVENESS BY USING CONTENT ANALYSIS”. Ege Academic Review, vol. 23, no. 4, 2023, pp. 589-04, doi:10.21121/eab.1289908.
Vancouver Tokmak Danışman G. DETERMINING AUTONOMOUS SENSORY MERIDIAN RESPONSE (ASMR) EFFECT ON ADVERTISING EFFECTIVENESS BY USING CONTENT ANALYSIS. ear. 2023;23(4):589-604.