The Stimulus–Organism–Response (S–O–R) Model in the Context of the ASMR Advertising Experience: A Qualitative Study

Öz

Despite the increasing use of ASMR content in advertising applications with digitalisation, in–depth studies examining the effects of this content on consumer perception and purchase intent remain limited in the literature. This study aims to investigate consumer perceptions and purchase intentions regarding the Autonomous Sensory Meridian Response (ASMR) –themed Oddly IKEA advertisement published on YouTube. Viewer experiences related to the ad were examined and analysed within the framework of the Stimulus–Organism–Response (S–O–R) model. This study, conducted using purposive sampling—the preferred sampling method in qualitative research—involved semi–structured online interviews with 12 female and male consumers aged 18 and over living in three major cities in Türkiye. The data were analysed using thematic analysis with the AI–supported Transkriptor programme. The study was analysed under four main themes: the multidimensional effects of the ASMR experience; the impact of ASMR and emotional responses; consumer behaviour and purchasing decisions; and advertising and product perception. The results show that ASMR–based advertisements can powerfully evoke emotions and attract attention. However, their effects vary depending on personal characteristics, sensory sensitivity, and context. Therefore, selecting the correct ASMR elements and using them carefully is essential for the success of the advertisement. In terms of methodology, the study differs from other research in the literature, offering the opportunity to uncover more in–depth findings regarding consumers’ emotions and behavioural tendencies.

Anahtar Kelimeler

• New Media
• ASMR Advertisements
• Consumer
• Purchase Intention
• Semi–structured Interview

Uyaran–Organizma–Tepki (S–O–R) Modeli Bağlamında ASMR Reklam Deneyimi: Nitel Bir İnceleme

Öz

Dijitalleşmeyle birlikte ASMR içeriklerinin reklam uygulamalarında giderek daha fazla yer bulmasına karşın, bu içeriklerin tüketici algısı ve satın alma niyeti üzerindeki etkilerini ele alan derinlemesine araştırmalar literatürde sınırlı kalmaktadır. Bu çalışma, YouTube’da yayınlanan Otonom Duyusal Meridyen Tepki (ASMR) temalı Oddly IKEA reklamına ilişkin tüketici algısı ve satın alma niyetini araştırmayı amaçlamaktadır. Reklamla ilgili izleyici deneyimleri, Uyaran–Organizma–Tepki (S–O–R) modeli çerçevesinde incelenmiş ve analiz edilmiştir. Nitel araştırma yöntemlerinden biri olan amaçlı örnekleme yöntemi kullanılarak gerçekleştirilen bu çalışmada, Türkiye’nin üç büyük şehrinde yaşayan 18 yaş ve üzeri toplam 12 kadın ve erkek tüketiciyle yarı yapılandırılmış çevrimi içi görüşmeler yapılmıştır. Veriler, AI destekli Transkriptor programı ile tematik analiz kullanılarak analiz edilmiştir. Çalışma, ASMR deneyiminin çok boyutlu etkileri, ASMR ve duygusal tepkilerin etkisi, tüketici davranışı ve satın alma kararları, reklam ve ürün algısı olmak üzere dört ana tema üzerinden analiz edilmiştir. Sonuçlar, ASMR tabanlı reklamların duyguları güçlü bir şekilde harekete geçirebildiğini ve dikkat çekebildiğini göstermektedir. Ancak, bunların etkisi kişisel özelliklere, duyusal duyarlılığa ve bağlama göre değişmektedir. Bu nedenle, doğru ASMR öğelerini seçmek ve bunları dikkatli bir şekilde kullanmak, reklamın başarısı için önemlidir. Çalışma yöntem bağlamında literatürdeki diğer araştırmalardan farklılaşmakta, tüketicilerin duygularına ve davranışsal eğilimlerine ilişkin daha derinlemesine bulgulara ulaşma imkânı sunmaktadır.

Anahtar Kelimeler

• Yeni Medya
• ASMR Reklamları
• Tüketici
• Satın Alma Niyeti
• Yarı Yapılandırılmış Görüşme

Kaynakça

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