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

Author

Listed:
  • Elena BOSTÄ‚NICÄ‚

    (The Bucharest University of Economic Studies)

  • Åžtefan-Claudiu CÄ‚ESCU

    (The Bucharest University of Economic Studies)

  • Călin-Petrică VEGHEÅž

    (The Bucharest University of Economic Studies)

  • OlguÅ£a-Anca ORZAN

    (Carol Davila University of Medicine and Pharmacy)

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.

Suggested Citation

  • Elena BOSTÄ‚NICÄ‚ & Åžtefan-Claudiu CÄ‚ESCU & Călin-Petrică VEGHEÅž & OlguÅ£a-Anca ORZAN, 2023. "Understanding User Motivations for Engaging with Augmented Reality Filters on Social Media: An Exploratory Study," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(3), pages 37-44, September.
    • Handle: RePEc:aes:jetimm:v:1:y:2023:i:3:p:37-44
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    References listed on IDEAS

    as
    1. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    2. Elena Bostănică & Mihai Cristian Orzan & Traian Năstase, 2022. "An Empirical Study of Augmented Reality (AR) Technologies Used for Tourism Marketing and Improved Travel Experience," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 91-99, November.
    3. Tim Hilken & Ko de Ruyter & Mathew Chylinski & Dominik Mahr & Debbie I. Keeling, 2017. "Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 884-905, November.
    4. Mihai C. ORZAN & Adina I. ZARA & Stefan C. CAESCU & Mihaela E. CONSTANTINESCU & Olguta A. ORZAN, 2021. "Social Media Networks as a Business Environment, During COVID-19 Crisis Tunisia and Turkey," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 22(1), pages 64-73, January.
    5. Javornik, Ana & Marder, Ben & Pizzetti, Marta & Warlop, Luk, 2021. "Augmented self - The effects of virtual face augmentation on consumers' self-concept," Journal of Business Research, Elsevier, vol. 130(C), pages 170-187.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    social media; AR filters; augmented reality; dual technology.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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