ASMR in advertising and its effects : the moderating role of product involvement and brand familiarity

dc.contributor.advisorBrown-Devlin, Natalie
dc.creatorKim, Boyoung
dc.creator.orcid0000-0003-1914-0997
dc.date.accessioned2020-10-07T20:37:12Z
dc.date.available2020-10-07T20:37:12Z
dc.date.created2020-05
dc.date.issued2020-06-29
dc.date.submittedMay 2020
dc.date.updated2020-10-07T20:37:13Z
dc.description.abstractThe autonomous sensory meridian response (ASMR) is an atypical media phenomenon that has been garnering the attention of the public with certain sensory, primarily audio-visual, stimuli. This study looks at the effects of ASMR in advertising on viewers’ positive affect, attitudes and purchase intentions. Furthermore, the study investigates the moderating effects of product involvement and brand familiarity with ASMR ads. The findings reveal that ASMR ads promote a higher positive affect and more favorable attitude towards ad and purchase intention than non-ASMR ads. This study also finds that the effect of ASMR ads on positive affect is higher with low product involvement and high brand familiarity. The interaction between ASMR with product involvement and brand familiarity did not vary on attitude towards brand and purchase intention while the attitude towards ad was more favorable when brand familiarity was higher. Theoretical and practical implications are discussed
dc.description.departmentAdvertising
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://hdl.handle.net/2152/83140
dc.identifier.urihttp://dx.doi.org/10.26153/tsw/10139
dc.language.isoen
dc.subjectASMR
dc.subjectASMR ads
dc.subjectPositive affect
dc.subjectAd effectiveness
dc.subjectAd attitude
dc.subjectBrand attitude
dc.subjectPurchase intention
dc.subjectProduct involvement
dc.subjectBrand familiarity
dc.titleASMR in advertising and its effects : the moderating role of product involvement and brand familiarity
dc.typeThesis
dc.type.materialtext
thesis.degree.departmentAdvertising
thesis.degree.disciplineAdvertising
thesis.degree.grantorThe University of Texas at Austin
thesis.degree.levelMasters
thesis.degree.nameMaster of Arts

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