Specificity of Branded ASMR-Content Perception by Russian ASMR-Audience

This study was aimed at studying the perception of branded ASMR content by the Russian ASMR audience, as well as studying the specifics of this perception depending on the brand communication format. To test hypotheses, several research methods were used, including content analysis, online questioning and interviews. The survey and interviews were conducted with the participation of representatives of the Russian ASMR audience. As a result of the study, the demographic features of the Russian ASMR community and its preferences regarding the consumed ASMR content were identified, the advantages and disadvantages of various approaches to communication with this audience with the use of ASMR were identified. It was also established which component of the brand image is revealed in the branded ASMR-content and what kind of associations – associated with affective or cognitive components of the brand image – arise among members of the ASMR audience during the interaction with branded ASMR content. In addition, the study showed in which of the communication formats – audio or audiovisual – the ASMR audience reads more information about the brand and its products. Based on the results of the study, a number of practical recommendations for brands have been developed that will help them competently build and implement their communication strategy using the ASMR phenomenon, based on the characteristics and preferences of the Russian ASMR audience.