Examining ASMR Impact of Youtube Reviews on the Brand Recall and Retail Store Visit among Female University Students

Abstract

ASMR is a novel stimulus, which can be explained by flow concept, has gained popularity among Millennials. Thus, this study examines the impact of ASMR on evaluation of reviews on Youtube and its consequent impact on brand recall and retail store visit as explained by Consumer Culture Theory. A survey was conducted on university female students representing Millennials aged between 18 – 25 years, who were exposed to either an ASMR or Non-ASMR cosmetic review. They were subsequently asked to rate the messages. It is found that ASMR was rated less than Non-ASMR in terms of information while ASMR was rated higher in terms of emotion, which are significant in the dimensions of fun, exciting, and thrilling. A follow-up qualitative study was conducted. The findings indicate that ASMR is successful in attracting attention and interest in the brand leading higher recall and visit to the retail store. ASMR is suitable for both new and existing brands, however, the message should be concise and straight to the point. Future studies could examine the need for using spokesperson in the ASMR clip, desirable characteristics of ASMRtists, brand elements that need to be presented, and subsequent brand impact such as purchase and engagement