Traditional advertising versus ASMR advertising: The effect of involvement and olfactory imagery relationship on ad engagement

It is impossible to touch, smell, or taste a product in digital contexts as in physical contexts. However, with sensory images, it is possible to reach these senses through advertisements. Therefore, this research, which reveals that video format ads, especially ASMR stimulus ads, can evoke olfactory imagery that influences ad engagement without actual scents, offers and tests a new framework for the olfactory imagery evoking process. ASMR (Autonomous Sensory Meridian Response) is a sensory phenomenon that affects individuals' emotional and cognitive performance by focusing on the senses with specific audio-visual stimuli. In the study, experimental research with a 2x3 factorial design was conducted in the United Kingdom with 302 participants. Data were analyzed using Process Model 1, Process Model 4 and Process Model 8. The findings reveal the different effects of advertisements that differ from each other in terms of various stimuli on evoking olfactory imagery and ad engagement. In addition, the findings indicate that when or under what conditions the olfactory image is activated is determined by the level of interest in the product included in the research (high vs. low) as an individual variable. The results significantly contribute to theory and practitioners, offering innovative insights for marketing and advertising, particularly in developing effective sensory strategies. It provides valuable insight into the potential of ASMR ads.