واکاوی تأثیر تبلیغات مبتنی بر واکنش ارادی اوج‌گیری حسی (ASMR)، بر پرسونای برند با رویکرد نتنوگرافی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 استاد دانشکده مدیریت و اقتصاد، دانشگاه سمنان، سمنان، ایران

2 دانشجوی دکترای مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه سمنان، سمنان، ایران

چکیده

به‌واسطه تحولات دیجیتال تغییرات زیادی در حوزه تبلیغات ایجاد شده است، تبلیغات مبتنی بر واکنش ارادی اوج­گیری حسی (ASMR) گونه جدیدی از تبلیغات هستند که این فرصت را برای بازاریابان فراهم می­کند تا با فراخوانی یک واکنش بدنی، محصولات خود را از منظر حسی به مشتریان نشان دهند و برند خود را در ذهن مشتری هک کنند. ازاین‌رو هدف از پژوهش حاضر واکاوی تبلیغات مبتنی بر واکنش ارادی اوج­گیری حسی بر پرسونای برند با رویکرد نتنوگرافی می­باشد. در پژوهش حاضر انواع داده­های نتنوگرافی جمع‌آوری‌شده است. 628 کامنت به‌عنوان داده‌های آرشیوی به مدت دو ماه از طریق جست‌وجوی صفحه­های مرتبط با ASMR در پلتفرم اینستاگرام و داده­های استخراج شده از طریق تعامل با افراد در گروه­های ASMR در اینستاگرام جمع‌آوری شد. سپس با تحلیل محتوای کلاسیک متن مصاحبه­ها و کامنت­ها مورد تجزیه‌وتحلیل قرار گرفت. نتایج نشان می­دهد که استفاده از ویدئوهای مبتنی بر ASMR در تبلیغات می­تواند بر ابعاد پرسونای برند اثرگذار باشد.

کلیدواژه‌ها

موضوعات


عنوان مقاله [English]

Investigating the Effect of Advertisements based on Autonomous Sensory Meridian Response (ASMR) on Brand Persona with Netnographic Approach

نویسندگان [English]

  • davood feiz 1
  • Sima Alipour 2
  • maryam asgharinajib 2
1 Full Prof, Department of Management, Faculty of Economics and Management, Semnan University, Semnan, Iran
2 Ph.D، Student in Business Management, Faculty of Economics،Management and Administrative sciences، Semnan University،Iran
چکیده [English]

Due to digital developments, many changes have taken place in the field of advertising. Advertising based on Autonomous Sensory Meridian Response (ASMR) is a new type of advertising that provides marketers with the opportunity to call their products from a physical reaction, show customers an emotional perspective and hack their brand in the customer's mind. Therefore, the aim of the present study is to investigate the advertisements based on the Autonomous Sensory Meridian Response on the brand persona with the netographic approach. In the present study, various types of netnographic data have been collected.During two months, 628 comments were collected as archival data by searching for ASMR-related pages on the Instagram platform and data extracted by interacting with individuals in ASMR groups on Instagram. The text of the interviews and comments were then analyzed by analyzing the classical content. The results show that the use of ASMR-based videos in advertising can affect the dimensions of the brand persona.

کلیدواژه‌ها [English]

  • Advertising
  • ASMR
  • Brand Personas
  • Netnography
Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.‏
Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research.
       Journal of consumer research, 31(4), 868-882.
Barratt, E. L., Spence, C., & Davis, N. J. (2017). Sensory determinants of the autonomous sensory
      meridian response (ASMR): understanding the triggers. PeerJ, 5, e3846.
Barratt, E. L., & Davis, N. J. (2015). Autonomous Sensory Meridian Response (ASMR): a flow-like
      mental state. PeerJ, 3, e851.
Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of marketing, 76(2), 1-16.‏
Batra, R., Lehmann, D.R. and Singh, D. (1993), “The brand personality component of brand goodwill:
      some antecedents and consequences”, in Aaker, D. and Biel, A. (Eds), Brand Equity and Advertising:
      Advertising’s Role in Building Strong Brands, Lawrence Erlbaum Associates Hillsdale, NJ, pp. 83-
      96.
Bowler Jr, G. M. (2010). Netnography: A method specifically designed to study cultures and
     communities online. The Qualitative Report, 15(5), 1270.‏
Cayla, J., & Arnould, E. J. (2008). A cultural approach to branding in the global marketplace. Journal of
     international Marketing, 16(4), 86-112.‏
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.‏
Chantamas, M., Phunthasaen, A., & Yoosamran, N. (2020). Examining ASMR Impact of Youtube
      Reviews on the Brand Recall and Retail Store Visit among Female University Students. Psychology
      and Education Journal57(9), 2768-2772.
Cheadle, H. (2012). ASMR the Good Feeling No One Can Explain. The Vice.
Chu, S. C., & Kamal, S. (2011). An investigation of social media usage, brand consciousness, and
      purchase intention towards luxury products among Millennials. In Advances in Advertising Research
     (Vol. 2) (pp. 179-190). Gabler.
Del Campo, M. A., & Kehle, T. J. (2016). Autonomous sensory meridian response (ASMR) and frisson:
      Mindfully induced sensory phenomena that promote happiness. International Journal of School &
      Educational Psychology4(2), 99-105.‏
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research.
      Journal of consumer research, 24(4), 343-373.‏
Fredborg, B. K., Clark, J. M., & Smith, S. D. (2018). Mindfulness and autonomous sensory meridian
      response (ASMR). PeerJ, 6, e5414.‏
Gyimóthy, S., & Larson, M. (2015). Social media cocreation strategies: The 3Cs. Event Management,
      19(3), 331-348.‏
Hewer, P., & Brownlie, D. (2010). On market forces and adjustments: Acknowledging consumer
      creativity through the aesthetics of ‘debadging’. Journal of Marketing Management, 26(5- 6), 428-
     440.
Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer
      fantasies, feelings, and fun. Journal of consumer research, 9(2), 132-140.
Ivens, B., & Valta, K. S. (2012). Customer brand personality perception: A taxonomic analysis. Journal
      of Marketing Management, 28(9-10), 1062-1093.‏
Jang, S. Y., Park, J. S., & Lyou, C. G. (2016). A Study on the Existential Space of the Auditory Center for
      One person Broadcasting. Global Cultural Content of Korea An Empirical Analysis, 167-172.‏
Joy, A., & Li, E. P. H. (2012). Studying consumption behaviour through multiple lenses: an overview of
       consumer culture theory. Journal of Business Anthropology, 1(1), 141-173.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of
      marketing, 57(1), 1-22.‏
Kim, B. (2020). ASMR in advertising and its effects: the moderating role of product involvement and
      brand familiarity (Doctoral dissertation).‏
Klausen, H. B. (2021). The ambiguity of technology in ASMR experiences: Four types of intimacies and
     struggles in the user comments on YouTube. Nordicom Review, 42(s4), 124-136.‏
Lee, H. N., & Jung, S. Y. (2019). Study on the techniques of online ASMR advertisements –based on
      audiovisual representation and brand identity. Journal of the Korean Society Design Culture, 25(2),
      495–504.
Klausen, H. B. (2019). 'Safe and sound'. SoundEffects-An Interdisciplinary Journal of Sound and Sound
     Experience, 8(1), 87-103.‏
Kozinets, R. V. (2002). The field behind the screen: Using netnography for marketing research in online
     communities. Journal of marketing research, 39(1), 61-72.‏
Kozinets, R. V. (2010). Netnography: The marketer’s secret weapon. White paper, 1-13.‏
Kozinets, R. V., Dolbec, P. Y., & Earley, A. (2014). Netnographic analysis: Understanding culture
      through social media data. The SAGE handbook of qualitative data analysis, 262-276.
Kvale S. The 1,000-page question. Qualitative inquiry. 1996 Sep; 2(3):275-84.‏
Lee, H. R. (2018, may14). Crushing and hooking eat with a sound. YTN science, Retrieved form http://science.ytn.co.kr/program/program_view.php?s_mcd=0082&s_hcd=0007&key=201805141249329789.
Levy, S. J. (1985). Dreams, fairy tales, animals, and cars. Psychology & Marketing, 2(2), 67-81.‏
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. sage.‏
Lochte, B. C., Guillory, S. A., Richard, C. A., & Kelley, W. M. (2018). An fMRI investigation of the
      neural correlates underlying the autonomous sensory meridian response (ASMR). BioImpacts: BI,
      8(4), 295.
Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). Integrated marketing communication
      (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework
      and research propositions. Journal of advertising, 34(4), 69-80.‏
Madden, T. J., Fehle, F., & Fournier, S. (2006). Brands matter: An empirical demonstration of the
      creation of shareholder value through branding. Journal of the Academy of Marketing Science, 34(2),
      224-235.‏
Malhotra, N., Hall, J., Shaw, M., & Oppenheim, P. (2006). Marketing research: An applied orientation.
      Pearson Education Australia.‏
Masiello, B., Bonetti, E., & Izzo, F. (2020). Multiple identities of a festival: Intended, communicated and
      perceived brand personality in the social media environment. International Journal of Contemporary
      Hospitality Management, 32 (2), 749-768.
McErlean, A. B. J., & Banissy, M. J. (2018). Increased misophonia in self-reported autonomous sensory
     meridian response. PeerJ, 6, e5351.‏
Morton, L. P. (2002). Targeting generation Y. Public Relations Quarterly, 47(2), 46.
Moro, S., & Rita, P. (2018). Brand strategies in social media in hospitality and tourism. International
     Journal of Contemporary Hospitality Management.‏
Mundel, J., Huddleston, P., & Vodermeier, M. (2017). An exploratory study of consumers’ perceptions:
     What are affordable luxuries?. Journal of Retailing and Consumer Services, 35, 68-75.
Park, H. S., & Park, S. H. (2016). Storyscaping of fashion brand chanel. Journal of Korea Fashion Design,
      16(1), 49–66.
Pitta, D. (2012). The challenges and opportunities of marketing to Millennials. Journal of Consumer
      Marketing, 29(2).
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), e0196645.‏
Prendergast GP, Maggie CH. Donors' experience of sustained charitable giving: A phenomenological
      study. Journal of Consumer Marketing. 2013 Mar 15.
Ranfagni, S., Camiciottoli, B. C., & Faraoni, M. (2016). How to measure alignment in perceptions of
       brand personality within online communities: interdisciplinary insights. Journal of Interactive
      Marketing, 35, 70-85.‏
Rageh, A., Melewar, T. C., & Woodside, A. (2013). Using netnography research method to reveal the
       underlying dimensions of the customer/tourist experience. Qualitative Market Research: An
       International Journal.‏
Schivinski, B., Langaro, D., & Shaw, C. (2019). The influence of social media communication on
       consumer's attitudes and behavioral intentions concerning brand-sponsored events. Event
       Management, 23(6), 835-853.‏
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of consumer research,
      9(3), 287-300.‏
Smith, N., & Snider, A. M. (2019). ASMR, affect and digitally-mediated intimacy. Emotion, Space and
      Society, 30, 41-48.‏
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.
Thaichon, P., Liyanaarachchi, G., Quach, S., Weaven, S., & Bu, Y. (2019). Online relationship
       marketing: evolution and theoretical insights into online relationship marketing. Marketing
       Intelligence & Planning.
Van Dijck, J. (2009). Users like you? Theorizing agency in user-generated content. Media, culture &
       society, 31(1), 41-58.‏
Walsh, P., Clavio, G., Lovell, M. D., & Blaszka, M. (2013). Differences in Event Brand Personality
       Between Social Media Users and Non-Users. Sport Marketing Quarterly, 22(4).‏
Willems, K. (2022). Brand personality appeal in retailing: Comparing fashion-and grocery
        retailing. Journal of Retailing and Consumer Services64, 102833.‏