TY  - JOUR
T1  - Understanding User Motivations for Engaging with Augmented Reality Filters on Social Media: An Exploratory Study
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 3
SP  - 37
EP  - 44
PY  - 2023
DA  - 2023/09/15
PB  - The Bucharest University of Economic Studies Publishing House
PP  - Bucharest, Romania
T2  - 
AU  - BOSTĂNICĂ, Elena
AU  - CĂESCU, Ştefan-Claudiu
AU  - VEGHEŞ, Călin-Petrică
AU  - ORZAN, Olguţa-Anca
SN  - 2537-5865
DO  - 
UR  - https://www.etimm.ase.ro/RePEc/aes/jetimm/2023/JETIMM_V03_2023_78.pdf
KW  - social media
KW  - AR filters
KW  - augmented reality
KW  - dual technology
AB  - 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.
ER  -