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

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.