User Responses Towards Augmented Reality Face Filters: Implications for Social Media and Brands

Carlos Flavián (), Sergio Ibáñez-Sánchez () and Carlos Orús ()
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Sergio Ibáñez-Sánchez: University of Zaragoza
Carlos Orús: University of Zaragoza

A chapter in Augmented Reality and Virtual Reality, 2021, pp 29-42 from Springer

Abstract: Abstract Augmented reality (AR) is increasingly shaping brand-customer touchpoints. On social media, brands are developing AR face filters to engage consumers. This study analyses the use of AR filters in users’ experiences. Data from social media users of AR filters was gathered using an online questionnaire. Results showed that branded AR filters generated higher perceived originality, aesthetic quality and interactivity than non-branded filters. For branded AR filters, usefulness (determined mainly by interactivity) fostered behavioural intentions towards brands; while enjoyment (determined mainly by aesthetic quality) enhanced behavioural intentions towards social networks. The results offer interesting implications for brand managers and AR filters developers.

Keywords: Augmented reality; Face filters; Social media; Branding; Enjoyment; Usefulness (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/978-3-030-68086-2_3

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