Motivating Purchases Through ASMR Storytelling on Social Media

This study analyses the use of ASMR (Autonomous Sensory Meridian Response) as an advertising storytelling resource on social media, using KFC’s campaign KFCHILL: Finger Lickin’ Good Vibes. Specifically, it aims to explore how ASMR, as a storytelling strategy on YouTube, influences the emotional responses and purchase motivations of young people. A phenomenological paradigm guides this study, focusing on understanding experiences from the participants’ perspectives while ensuring a rigorous philosophical foundation to avoid superficial interpretations. The data collection technique consisted of conducting twenty semi-structured interviews with young people aged 18–25, ensuring gender balance between male and female participants. The results show that the motivation to purchase related to the KFCHILL ad is primarily triggered by sensory and emotional stimuli, although with nuances depending on individual experiences and the gender of the participants. For some, ASMR generated immediate cravings or sensory evocations associated with the product; for others, it aroused curiosity or, to a lesser extent, discomfort with the combination of stimuli. These findings reinforce the idea that ASMR is a persuasive resource whose effectiveness depends on the coherence between the message, audience expectations, and the context of exposure.