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How Brand Managers Can Maximize Engagement with ASMR YouTube Content: Influencers Who Give You ‘the Tingles’ via Autonomous Sensory Meridian Response Cues 

How can brand managers maximize their engagement with tingle-inducing ASMR videos on YouTube?  This JAR study about autonomous sensory meridian response (ASMR)—the condition that causes a pleasurable tingling across the head, neck and other areas of the body—offers evidence that brands risk being perceived as “inauthentic intruders” when advertising within ASMR communities. Hear from the authors why brands should consider collaborating with ASMR influencers, especially those who are highly visible and/or terrific at building emotional connections with viewers. 

Read the article: https://www.journalofadvertisingresearch.com/content/63/4/313

Authors:

Victoria Broadbridge, Senior Teaching Fellow, University of Portsmouth 

Giandomenico Di Domenico, Assistant Professor in Marketing, Cardiff University

Federico Mangiò, Postdoctoral Research Fellow in Marketing, University of Bergamo, Italy

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