Does Food ASMRtist Induce Sensory Marketing? An Instagram Content Analysis

A rise in social media users has spurred innovative marketing strategies, particularly in content consumption. ASMRtists, creators of sensational media content, are capturing attention across the business world, especially in the food and beverage industry. This study addresses a research scarcity by exploring a link between food ASMRtists (FAs) and sensory marketing using a mixed-method technique. Phase one involved a qualitative content analysis of 240 posts uploaded by the eight most-followed FAs on Instagram, examining visual and textual elements (18,912 texts). Phase two conducted a quantitative analysis of post engagement through the number of likes, views, comments, shares, featured posts, post frequency, and duration of posts. The research results depict an essential comprehension of sensory engagement for practitioners enhancing marketing techniques.