부산대학교 도서관

Recently, social media content is growing strongly, among them Autonomous sensory meridian response (ASMR) become one of the most trending contents on YouTube. This study aims to explore the echo chamber effect of ASMR marketing content on online users. First, we applied sentiment analysis and topic modeling to uncover the user’s attitude toward three types of ASMR content such as mukbang, tourism and sponsor content. Then we used social network analysis and multilayer perceptron to explore the difference in communication effect of each ASMR content field. Through the result sentiment analysis and topic modeling, we found online users have better attitudes and responses towards ASMR tourism content than ASMR mukbang and ASMR sponsor content. The results of social network analysis and multilayer perceptron show the ASMR Mukang has the best communication effect among them, next is ASMR sponsor content, and ASMR tourism content has a weaker communication effect than others.