Feel-good marketing: Understanding autonomous sensory meridian response and its online audience

Arianne Adams
Additional contact information
Arianne Adams: College of Business, Clayton State University, USA

Journal of Digital & Social Media Marketing, 2022, vol. 10, issue 1, 76-81

Abstract: With autonomous sensory meridian response (ASMR) technologies being increasingly adopted to target audiences aged 18–25 years old — consumers with significant current and future buying power — there is an opportunity for marketers to incorporate such technology into their marketing strategies in order to showcase their brands and products from a sensory perspective, and evoke pleasurable sensory responses among their customers. By utilising ASMR in this manner, marketers can create stimuli that induce pleasant feelings, build brand favourability and subconsciously embed brand messages in the minds of potential customers. This paper identifies useful strategies for incorporating ASMR technologies in a relatively simple and cost-effective manner. It explores tactics such as non-disruptive advertising on popular ASMR channels, partnerships with popular ASMR influencers, providing products for video shoots, and embedding ASMR triggers in commercial advertisements to impact audiences at a subconscious level.

Keywords: autonomous sensory meridian response; ASMR; Generation Z; video advertising; YouTube; Instagram (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/7030/download/ (application/pdf)
https://hstalks.com/article/7030/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2022:v:10:i:1:p:76-81

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().