Understanding User Motivations for Engaging with Augmented Reality Filters on Social Media: An Exploratory Study

Elena Bostä‚nicä‚ (), Åžtefan-Claudiu Cä‚escu (), Călin-Petrică VEGHEÅž () and OlguÅ£a-Anca Orzan ()
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Elena Bostä‚nicä‚: The Bucharest University of Economic Studies
Åžtefan-Claudiu Cä‚escu: The Bucharest University of Economic Studies
Călin-Petrică VEGHEŞ: The Bucharest University of Economic Studies
Olguţa-Anca Orzan: Carol Davila University of Medicine and Pharmacy

Journal of Emerging Trends in Marketing and Management, 2023, vol. 1, issue 3, 37-44

Abstract: This research paper aims to investigate the underlying motivations that drive the usage of augmented reality (AR) filters on social media platforms. The study addresses a significant gap in the current academic literature, which lacks comprehensive insights into the motivations that shape the adoption and utilization of AR filters on social media. An exploratory approach was employed, utilizing an online survey to gain valuable insights into users' perceptions and to establish a classification of motivations based on their hedonic or utilitarian nature. The findings of this study provide a starting point for a broader research effort that aims to demonstrate the dual nature of AR filter technology, influenced by both utilitarian and hedonic motivations.

Keywords: social media; AR filters; augmented reality; dual technology. (search for similar items in EconPapers)
JEL-codes: M31 M39 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2023:i:3:p:37-44

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