• The Journal of Information Systems
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• v.30 no.4
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• pp.1-20
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• 2021

Purpose Nowadays, Autonomous Sensory Meridian Response (ASMR) is rapidly growing in popularity and increasingly appearing in marketing. Not even in TV commercial advertisement, ASMR also fast growing in one-person media communication, many brands and social media influencers used ASMR for their marketing contents. The purpose of this study is to measure consumers' perceptions about the products in ASMR marketing content and compare the differences in communication effect of ASMR content creator between product review and how-to in the same Macro tier influencer - the YouTuber that has 10,000-100,000 subscribers. Design/methodology/approach The research methods selected ASMRtist that do product review content and how-to content, Text comments data was collected from 200 videos of tech-device review videos and beauty-fashion videos. A total of 52,833 text comments were analyzed by applying the LDA topic modeling algorithm and social network analysis. Findings Through the result, we can know that ASMR is good at taking attention of viewers with ASMR triggers. In the Tech device reviews field, ASMR viewers also focus on the product like product's performance and purchase. However, there are many topics related to reaction of ASMR sound, trigger, relaxation. In the Beauty-fashion field, viewers' topics mainly focus on the reaction of the ASMR trigger, response to ASMRtist and other topics are talking about makeup - fashion, product, purchase. From LDA result, many ASMR viewers comment that they feel more comfortable when watching the marketing content that uses ASMR. This result has shown that ASMR marketing contents have a good performance in terms of user watching experience, so applying ASMR can take more consumer intention. And the result of social network analysis showed that product review ASMRtist have a higher communication effectiveness than how-to ASMRtist in the same tier. As an influencer marketing strategy, this study provides information to establish an efficient advertising strategy by using influencers that create ASMR content.

• Proceedings of the Korean Society of Computer Information Conference
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• 2019.01a
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• pp.65-68
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• 2019

이 연구의 목적은 ASMR(autonomous sensory meridian response)이 고등학생의 심리적 안정에 미치는 효과를 알아보기 위한 것이다. 이를 위해 1학년 학생들(341명)을 대상으로 ASMR에 관한 인식을 설문 조사하였으며, 설문 응답(279명)을 분석한 결과, 약 75%의 학생들이 ASMR에 대해 경험을 했으며, 68%의 학생들이 ASMR이 도움이 된다고 응답하였다. 또한 ASMR이 편안함, 집중력 강화, 수면에 도움 등의 순으로 도움이 된다고 응답하였으며, 빗소리(39%), 먹방 (23%), 목소리(15%) 순으로 ASMR 유형을 선호하였다. H고등학교 학생들을 대상(20명)으로 사전 심장박동수를 측정하고 대표적인 4개 ASMR(먹방, 슬라임, 펜촉, 빗소리)를 1분 동안 들려준 후, 사후 심장박동수를 측정하였다. 분석 결과, 4가지 종류 ASMR(먹방, 슬라임, 펜촉, 빗소리) 중, 먹방 ASMR이 고등학생의 심리적 안정에 긍정적인 영향을 미치는 것으로 나타났다.

• The Journal of the Convergence on Culture Technology
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• v.8 no.2
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• pp.321-327
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• 2022

Purpose: This study aims to understand the effects of ASMR(The Autonomous Sensory Meridian Response) intervention on university students' anxiety, stress and sleep quality. Method: This study was designed as a One-group pretest-posttest design to measure the effect of ASMR on university students' anxiety, stress and sleep quality. Among university students in the Seoul metropolitan area, 30 students who agreed to the study were selected. Data analysis was performed using SPSS for window version 23.0. Results: The experimental group that provided ASMR intervention showed statistically significant results in levels of anxiety and stress. After ASMR intervention, the experimental group showed statistically significant effects on anxiety(t=5.12, p<.001) (t=5.15, p<.001), stress(t=5.13, p<.001)and sleep quality(t=7.34, p<.001). Conclusion: This study confirms that ASMR has a positive effect on anxiety, stress and sleep quality of university students. Based on these results, it is expected that further research will be conducted on scientific and differentiated ASMR mediation.

• The Journal of the Korea Contents Association
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• v.18 no.12
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• pp.46-53
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• 2018

The purpose of this study is to analyze the visual effects of autonomous sensory meridian response (ASMR) found in animations. So far, ASMR contents have been produced in one-person media or advertising contents with particular purposes. Unlike that, in animations, they have been produced in intuitive forms mainly for delivering messages. From the 2000's, however, gradually, animations intended for both appreciation and comfort and healing appeared,and such effects are similar to those of ASMR contents. This study has analyzed the visual effects of ASMR focusing on the Korean animated "Sonagi"(2017).

• Science of Emotion and Sensibility
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• v.25 no.3
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• pp.47-62
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• 2022

Previous emotion studies revealed the two core affective dimensions of valence and arousal using affect-eliciting stimuli, such as pictures, music, and videos. Autonomous sensory meridian response (ASMR), a type of stimuli that has emerged recently, produces a sense of psychological stability and calmness. We explored whether ASMR could be represented on the core affect dimensions. In this study, we used three affective types ASMR (negative, neutral, and positive) as stimuli. Auditory ASMR videos were used in Study 1, while auditory and audiovisual ASMR videos were used in Study 2. Participants were asked to rate how they felt about the ten adjectives using five-point Likert scales. Multidimensional scaling (MDS) and classification analyses were performed. The results of the MDS showed that distinctions between auditory and audiovisual ASMR videos were represented well in the valence dimension. Additionally, the results of the classification showed that affective conditions within and across individuals for within- and cross-modalities. Thus, we confirmed that the affective representations for individuals could be predicted and that the affective representations were consistent between individuals. These results suggest that ASMR videos, including other affect-eliciting videos, were also located in the core affect dimension space, supporting the core affect theory (Russell, 1980).

• The Journal of the Korea Contents Association
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• v.19 no.10
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• pp.112-125
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• 2019

ASMR are becoming a new consumption trend with wide prevalence of personal web-casting and video-sharing platforms. In this context, this research looked at what factors determine usage of ASMR contents. In greater details, demographic variables, sub-types of contents, usage motivations, neuroticism and subjective norm were considered as possible determinants in this study. And their influences on ASMR usage were empirically tested. The moderating effect of neuroticism was also examined. The findings showed that educational level as one of demographic variables, two sub-types of scratching and eating sound, three motivational factors including attention, relieving for sleep disorder and pleasure stress relief have positive influences on ASMR usage while motivations of curiosity trend and sexual pleasure have negative influences. The moderating effect of neuroticism was also empirically proven. This study has implications since it suggests that personal traits including neuroticism as influencing factors should be taken into account in understanding usage behaviors of ASMR contents with accuracy.

• International Journal of Advanced Culture Technology
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• v.9 no.2
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• pp.118-122
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• 2021

Recently we have a lot of Youtube contents and their influence. ASMR content is in vogue through YouTube recently But Just a few Studies have announced Youtube content's effect. The purpose of this paper is to examine whether ASMR helps improve mental stability and learning skills of teenagers who enjoy using it. To this end, a sample comparison of teenagers showed that the sample group that played ASMR had an advantage in psychological stability and learning effects over the comparison group that did not. As a result, half of the respondents felt positive differences in learning and psychological stability. Therefore, rather than unilaterally banning the use of ASMR content at school or at home, it is educationally effective to create an atmosphere where teenagers are understood and joined together. So We suggest that positive use of ASMR would be proposed as alternatives rather than unilateral measures such as banning ASMR content to teenagers.

• International Journal of Advanced Culture Technology
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• v.8 no.4
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• pp.77-81
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• 2020

Recently we have lots of Youtube contents and their influence. But Just a few Studies have announced Youtube content's effect. The purpose of this paper is to see if ASMR content, which is popular through Youtube recently, helps teenagers stabilize their minds and improve their learning abilities. To that end, a survey of teenagers found that ASMR content is very familiar to teenagers, and that 66.7 percent of teenagers use ASMR content for sleep and learning. About the change before and after watching, half of the respondents said they felt a positive difference in learning and psychological stability. As a result, ASMR is a significant content for teenagers with a specific purpose. Therefore, policies such as 'after-school' in terms of school education are proposed as alternatives rather than unilateral measures such as banning ASMR content to teenagers.

• Journal of Korean Academy of Dental Administration
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• v.10 no.1
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• pp.66-75
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• 2022

This study aimed to compare the perception of dental role-play or dental ASMR videos between the general public and dental personnel, to determine whether they are suitable for mass media or educational media, and to identify guidelines for video production. The survey consent form was agreed on using SNS for the general public and dental personnel, 236 ordinary people and 232 dental officers who said that they watched dental ASMR videos were analyzed. The questionnaire consisted of 27 questions for the general public and 31 for dental personnel. Data were analyzed using the chi-square test and the Independent T-test using SPSS 25.0 ver. The viewing experience of 'dental ASMR videos' was significantly higher among dentists (84.7%) than among the general population (71.5%) (p<0.001). Overall, 53.8% of the general public were interested in watching dental ASMR videos, and 47.8% of dental personnel acquired clinical information from them.. Overall, 64.8% of the general public and 65.5% of the dental workforce felt that such technical videos should be produced under the guidance of experts in the field to provide accurate technical information. It is necessary to avoid indiscriminate video production with inaccurate information produced by non-experts and to continuously monitor dental ASMR videos dental institutions for better quality of the videos.

• Journal of Digital Contents Society
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• v.19 no.9
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• pp.1819-1824
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• 2018

This paper proposes a control method of ASMR(autonomous sensory meridian response) contents to relieve user's stress and improve his attention. The proposed method measures EEG(electroencephalography), attention, meditation, and eyeblink data from an EEG device and sends them to an oneM2M-compliant IoT(internet of things) server platform through an Android IoT Application. Then a SVM(support vector machine) model is built to classify user's mental health status by using EEG, attention and meditation data collected in the server platform. The ASMR contents are controlled by the mental health status classified by a SVM model and the eyeblink data. When comparing the SVM models according to types of data used, the SVM model with attention and meditation data showed accuracy of 85.7%. It was verified that the proposed control algorithm of ASMR contents properly worked as the mental health status from the SVM model and the eyeblink data changed.