Influencer Partners a Must for Branded ASMR Content

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Summary

How can brand managers maximize their engagement with tingle-inducing ASMR videos? A new study, recently published in the Journal of Advertising Research, offers evidence that brands risk being perceived as “inauthentic intruders” when advertising within ASMR communities. They should instead consider collaborating with ASMR influencers, especially those who are highly visible and/or terrific at building emotional connections with viewers.

Author bios:

Victoria Broadbridge (victoria.broadbridge@port.ac.uk) is a Senior Teaching Fellow at the University of Portsmouth in the U.K. Her research interests focus on the anthropology of technology and its impact on marketing practice, as well as on autonomous sensory meridian response (ASMR) and neurodivergence.

Federico Mangió (federico.mangio@unibg.it) is an Assistant Professor in Marketing at Cardiff University in the U.K. His primary research interest examines disentangling the dark sides of digital environments, specifically the dynamics of misinformation spreading and its impact on consumers and brands. He also researches influencer marketing and advertising.

Giandomenico Di Domenico (didomenicog@cardiff.ac.uk) is Assistant Professor in Marketing at Cardiff University in the U.K. His primary research interest examines disentangling the dark sides of digital environments, specifically the dynamics of misinformation spreading and its impact on consumers and brands. He also researches influencer marketing and advertising.