Contents
Title
Understanding User Motivations for Engaging with Augmented Reality Filters on Social Media: An Exploratory Study
Author
Elena BOSTĂNICĂ, Ştefan-Claudiu CĂESCU, Călin-Petrică VEGHEŞ, Olguţa-Anca ORZAN
Classification JEL
M31, M39.
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.
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