Storyscaping in fashion brand using commitment and nostalgia based on ASMR marketing

초록

Recently, as the development of media contents accelerated, ASMR based on auditory, has been taking center stage in its field. In 2010, Jennifer Allen for the first time presented the definition that 'ASMR is a specific sound that gives pleasure', and recently it is used as a coined word among young people. The triggers used in ASMR marketing draw a stronger commitment within the consumers, by accompanying visual stimuli consistent with auditory stimuli. Consumers can acquire prior knowledge of the brand while enjoying ASMR, and they can even have indirect experiences. The purposes of this study are: first, to analyze significant value of ASMR in auditory sense field in modern days; second, to identify the characteristics of ASMR marketing through commitment and nostalgia; third, to investigate the effect of ASMR marketing on consumers.

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