The Impact of ASMR Content in McDonald's Ayam Goreng Advertisement on Youtube in Creating Purchase Intention among Malaysian Young Adults

Soh, Wei Wei (2024) The Impact of ASMR Content in McDonald's Ayam Goreng Advertisement on Youtube in Creating Purchase Intention among Malaysian Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research study delves into the effect of ASMR content featured in McDonald's Ayam Goreng advertisements on YouTube concerning its impact on purchase intention among young adults in Malaysia. ASMR, an acronym for Autonomous Sensory Meridian Response, has emerged as a distinctive phenomenon in online content consumption, particularly since 2009. Marketers began experimenting with ASMR-based advertising in recent years, challenging the traditional approach of loud, attention-grabbing advertisements. McDonald's, a prominent brand, adopted this trend with its Ayam Goreng McD advertisement in 2017 and 2020, emphasising the sensory experience of their product. This study aims to ascertain whether the sounds, voice, and visuals of ASMR-style advertising are more effective in enhancing consumers' purchase intentions compared to conventional advertising methods. Employing quantitative research methods, the study deploys online survey questionnaires distributed through social media platforms to collect responses from a targeted sample of 100 Malaysian young adults aged 18 to 30, each with at least a high school education. The questionnaire comprises five comprehensive sections, including demographic information, evaluation of ASMR content's popularity, effectiveness assessment, exploration of emotional and cognitive responses, and investigation into viewer perceptions. This research contributes to the understanding of ASMR content's impact on advertising and consumer behaviour. By scrutinising the research objectives, the study aims to uncover insights into the role of ASMR content in influencing purchase intentions among young adults in Malaysia. The findings are expected to offer valuable guidance to marketers aiming to harness ASMR content as a strategic tool in reaching and engaging their target audience effectively