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Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory

https://doi.org/10.1002/mar.21639
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Outgoing claims: the papers this work cites, builds on, or argues with.

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Social Media Marketing: Applying the Uses and Gratifications Theory in the Hotel Industry
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inferredcites →https://doi.org/10.1108/qmr-06-2013-0041openalex-snapshot
Why people use social media: a uses and gratifications approach
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Uses and Gratifications Theory in the 21st Century
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Diffusion of Innovations

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Incoming claims: where this work appears in other papers’ reference lists and arguments.

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Digital daydreams: Exploring consumer motivations for engaging with the metaverse
inferred← citeshttps://doi.org/10.1016/j.jretconser.2025.104379openalex-snapshot
How is NFT fashion distinct from digital fashion? insights from mixed-methods research combining social listening and Consumer surveys
inferred← citeshttps://doi.org/10.1016/j.jretconser.2026.104768openalex-snapshot
Selling virtual fashion in the metaverse: Behavioral evidence from blockchain transactions
inferred← citeshttps://doi.org/10.1016/j.jretconser.2026.104830openalex-snapshot
Why a human image is better than a human illustration in social media advertising
inferred← citeshttps://doi.org/10.1016/j.pubrev.2025.102633openalex-snapshot
Long live Darth Vapour! Examining how audiences engage with influencers in an anti-vaping campaign
inferred← citeshttps://doi.org/10.1016/j.techfore.2025.124521openalex-snapshot
The impact of creativity in social AR filters on brand awareness, image, and behavioral intentions: The role of intrusiveness and Ad recognition
inferred← citeshttps://doi.org/10.1016/j.tele.2023.101937openalex-snapshot
Esports as playful consumption experiences: Examining the antecedents and consequences of game engagement
inferred← citeshttps://doi.org/10.1016/j.tele.2024.102110openalex-snapshot
Why do people use Metaverse? A uses and gratification theory perspective
inferred← citeshttps://doi.org/10.1016/j.tmp.2024.101219openalex-snapshot
Product purchase or gift-giving? An investigation of different viewer-streamer interaction strategies in tourism live streaming
inferred← citeshttps://doi.org/10.1021/acs.jchemed.2c00768openalex-snapshot
Step by Step to Make Augmented Reality Filters for Molecular Models
inferred← citeshttps://doi.org/10.1057/s41270-024-00360-9openalex-snapshot
Exploring consumer satisfaction with an AR beauty app based on the technology acceptance model and experience economy theory
inferred← citeshttps://doi.org/10.1080/00140139.2022.2146207openalex-snapshot
A comfort analysis of AR glasses on physical load during long-term wearing
inferred← citeshttps://doi.org/10.1080/02508281.2025.2598872openalex-snapshot
Exploring user adoption in metaverse tourism: a study of technological fit and user motivations
inferred← citeshttps://doi.org/10.1080/02650487.2025.2565879openalex-snapshot
Optimizing advertising content based on online reviews
inferred← citeshttps://doi.org/10.1080/0267257x.2025.2591950openalex-snapshot
Expanding AR social attributes: an exploration of AR content shared on social media
inferred← citeshttps://doi.org/10.1080/08911762.2025.2577939openalex-snapshot
Customer Engagement in AR Mobile Apps: The Role of Psychological Factors and the Moderating Effect of Product Category
inferred← citeshttps://doi.org/10.1080/10447318.2023.2300018openalex-snapshot
Unlocking Trust Dynamics: An Exploration of Playfulness, Expertise, and Consumer Behavior in Virtual Influencer Marketing
inferred← citeshttps://doi.org/10.1080/10447318.2024.2434769openalex-snapshot
A Novel E-Social Servicescape Perspective: A Mixed-Methods Exploration of Audience Members’ Interactions During Sports Event Broadcasting in a Livestreaming Media Environment
inferred← citeshttps://doi.org/10.1080/10447318.2025.2512533openalex-snapshot
Capturing “Coolness”: Exploring the Impact of AR Advertising on Consumers’ New Product Purchases
inferred← citeshttps://doi.org/10.1080/10447318.2025.2514258openalex-snapshot
Beyond the Screen: How Virtual Idol’s Physical Attractiveness, Ability, and Virtual Setting Shape Purchase Intention
inferred← citeshttps://doi.org/10.1080/10447318.2025.2553777openalex-snapshot
Gamification Design of AR Filters: The Influence of Key Factors on User Experience and Strategies
inferred← citeshttps://doi.org/10.1080/10447318.2026.2734697openalex-snapshot
Marker-Less Augmented Reality as a Catalyst for Digital Transformation in Furniture SMEs Through an Extension of the Cognitive–Affective–Conative Theory
inferred← citeshttps://doi.org/10.1080/10496491.2024.2332987openalex-snapshot
Is ChatGPT a Responsible Communication: A Study on the Credibility and Adoption of Conversational Artificial Intelligence
inferred← citeshttps://doi.org/10.1080/10496491.2025.2569383openalex-snapshot
Breathing Life into Brands: The Heartbeat of Brand Humanization and Its Pulse on Consumer-Based Brand Equity
inferred← citeshttps://doi.org/10.1080/10572317.2025.2594293openalex-snapshot
Shopping in the Metaverse: Decoding Consumer Intentions
inferred← citeshttps://doi.org/10.1080/10696679.2025.2493811openalex-snapshot
“Out of sight but not out of mind”- envisaging consumer engagement in ephemeral content: role of user motivations and relational bonds
inferred← citeshttps://doi.org/10.1080/10810730.2026.2718303openalex-snapshot
Showing vs. Telling Before-After Health Change: Persuasive Effects of Gain/Loss Framing in Morphing Visuals and Bite-Sized Text on Social Media via Emotional Responses
inferred← citeshttps://doi.org/10.1080/13527266.2025.2590533openalex-snapshot
Entrepreneurial marketing: Analyzing the effects of social media marketing on business enterprise performance
inferred← citeshttps://doi.org/10.1080/13683500.2023.2177834openalex-snapshot
Advancing tourism recovery through virtual tourism marketing: an integrated approach of uses and gratifications theory and attachment to VR
inferred← citeshttps://doi.org/10.1080/1472586x.2024.2341296openalex-snapshot
Preserving the ephemeral: A visual typology of augmented reality filters on Instagram
inferred← citeshttps://doi.org/10.1080/15252019.2024.2383761openalex-snapshot
Augmented Narrative Advertising: Consumer Responses to AR Story Filters and Product Placement Primes
inferred← citeshttps://doi.org/10.1080/19368623.2023.2277731openalex-snapshot
What will make Generation Y and Generation Z to continue to use online food delivery services: a uses and gratifications theory perspective
inferred← citeshttps://doi.org/10.1080/23311908.2025.2467513openalex-snapshot
Social and psychological costs of problematic use of social media: users and gratification perspective
inferred← citeshttps://doi.org/10.1108/apjml-03-2024-0395openalex-snapshot
RETRACTED: Uses and gratifications of metaverse: understanding the user adoption factors through a mixed method approach
inferred← citeshttps://doi.org/10.1108/apjml-04-2022-0352openalex-snapshot
The e-WOM intention of artificial intelligence (AI) color cosmetics among Chinese social media influencers
inferred← citeshttps://doi.org/10.1108/ejm-01-2025-0033openalex-snapshot
Examining the impact of augmented reality face filters on consumers’ self-concept and well-being
inferred← citeshttps://doi.org/10.1108/ijchm-09-2023-1370openalex-snapshot
Boosting heritage recommendations through awe and augmented reality
inferred← citeshttps://doi.org/10.1108/ijchm-09-2023-1513openalex-snapshot
Augmented reality marketing in hospitality and tourism: a guide for researchers and managers
inferred← citeshttps://doi.org/10.1108/ijchm-11-2023-1771openalex-snapshot
Travelling with open eyes! A study to measure consumers’ intention towards experiencing immersive technologies at tourism destinations by using an integrated model of TPB, TAM captured through the lens of S-O-R
inferred← citeshttps://doi.org/10.1108/ijefm-08-2023-0070openalex-snapshot
Examining the effect of gamification mobile app on conference engagement: an integration of S-O-R framework and UGT
inferred← citeshttps://doi.org/10.1108/ijrdm-02-2025-0091openalex-snapshot
The impact of augmented reality on retail dynamics
inferred← citeshttps://doi.org/10.1108/ijrdm-11-2022-0483openalex-snapshot
Measuring consumer perceptions of home-delivery convenience – the case of cargo bikes
inferred← citeshttps://doi.org/10.1108/ijsms-03-2024-0068openalex-snapshot
Gamers’ gratifications and continuous intention to play eSports: the mediating role of gamers’ satisfaction-a PLS-SEM and NCA study
inferred← citeshttps://doi.org/10.1108/itp-06-2023-0596openalex-snapshot
Unraveling the factors that influence connectedness and relationship performance with augmented reality apps
inferred← citeshttps://doi.org/10.1108/itp-10-2021-0823openalex-snapshot
Can augmented reality (AR) applications enhance students’ experiences? Gratifications, engagement and learning styles
inferred← citeshttps://doi.org/10.1108/jcm-11-2023-6426openalex-snapshot
Effects of sponsorship disclosures on social media influencer–user psychological contract violation: moderated mediation effects through the expectancy violations lens
inferred← citeshttps://doi.org/10.1108/jhtt-01-2025-0067openalex-snapshot
Snap, share, savor: unpacking the influences behind users’ intention to share food photography at nostalgia–themed restaurants on WeChat
inferred← citeshttps://doi.org/10.1108/jrim-03-2025-0135openalex-snapshot
Where’s the interactive marketing in the interactive marketing literature? A state-of-the-art review and research agenda
inferred← citeshttps://doi.org/10.1108/jrim-06-2025-0312openalex-snapshot
Keeping it fresh: what attributes of AI recommender systems do consumers value?
inferred← citeshttps://doi.org/10.1108/jrim-07-2024-0326openalex-snapshot
Unveiling the Metaverse retail environments: understanding consumer gratifications and buying behavior
inferred← citeshttps://doi.org/10.1108/jrit-04-2024-0111openalex-snapshot
Immersive language learning: evaluating augmented reality filter for ESL speaking fluency teaching
inferred← citeshttps://doi.org/10.1108/jsit-12-2022-0282openalex-snapshot
Using facial enhancement technology (FET) in online sales of branded color cosmetics
inferred← citeshttps://doi.org/10.1108/jsm-09-2025-0687openalex-snapshot
Augmented reality as a supplementary service in the phygital marketplace: Evidence of hedonic primacy and social influence variability
inferred← citeshttps://doi.org/10.1108/jsma-05-2023-0101openalex-snapshot
Unveiling the transformative power of augmented reality in retail: a systematic literature analysis
inferred← citeshttps://doi.org/10.1108/mip-09-2023-0481openalex-snapshot
Social media fatigue among university students: a configural modeling of stressors and distractions
inferred← citeshttps://doi.org/10.1108/mip-09-2024-0695openalex-snapshot
Swipe right for baby care: longitudinal insights of prenatal care app adoption
inferred← citeshttps://doi.org/10.1108/oir-02-2025-0115openalex-snapshot
Framing the digital self: development and validation of the social media AI filter scale
inferred← citeshttps://doi.org/10.1108/oir-06-2025-0466openalex-snapshot
Drivers of user stickiness to social media platforms and its effects on brand loyalty: Analysis from the perspective of the uses and gratifications theory
inferred← citeshttps://doi.org/10.1108/sjme-12-2022-0251openalex-snapshot
Impact of process and outcome quality on intention for continued use of voice assistants
inferred← citeshttps://doi.org/10.1108/yc-05-2025-2518openalex-snapshot
The impact of cognitive-emotional mechanisms on online presence and livestreaming satisfaction: a two-stage survey study
inferred← citeshttps://doi.org/10.1109/ecti-con64996.2025.11101669openalex-snapshot
Exploring Augmented Visual Guidance For Sign Language Learning
inferred← citeshttps://doi.org/10.1109/iccpct70290.2026.11654707openalex-snapshot
An End-to-End Cloud-Based Pipeline for Real-Time Content Moderation in Social Media Platforms
inferred← citeshttps://doi.org/10.1109/icirca54612.2022.9985665openalex-snapshot
Augmented Reality Technology: Current Applications, Challenges and its Future
inferred← citeshttps://doi.org/10.1111/ijcs.12894openalex-snapshot
Beyond presence: Creating attractive online retailing stores through the cool AR technology
inferred← citeshttps://doi.org/10.1111/ijcs.12930openalex-snapshot
Augmented reality in marketing: Conceptualization and systematic review
inferred← citeshttps://doi.org/10.1111/ijcs.13048openalex-snapshot
Consumer responses toward smart technology: A systematic review, synthesis, and future research agenda
inferred← citeshttps://doi.org/10.1111/ijcs.70001openalex-snapshot
Curiosity in Consumer Behavior: A Systematic Literature Review and Research Agenda
inferred← citeshttps://doi.org/10.1111/ijcs.70245openalex-snapshot
Creating Psychological Ownership Through Augmented Reality
inferred← citeshttps://doi.org/10.1123/ijsc.2024-0030openalex-snapshot
Augmented Basking in Reflected Glory? A Case Study of Psychological Mechanisms Underlying Sport Fans’ Augmented Reality Filters
inferred← citeshttps://doi.org/10.1145/3544549.3585912openalex-snapshot
“In Your Face!”: Visualizing Fitness Tracker Data in Augmented Reality
inferred← citeshttps://doi.org/10.1145/3587716.3587816openalex-snapshot
MakeApp: A Makeup Filter Application using Augmented Reality
inferred← citeshttps://doi.org/10.1145/3641024openalex-snapshot
The Subversive AI Acceptance Scale (SAIA-8): A Scale to Measure User Acceptance of AI-Generated, Privacy-Enhancing Image Modifications
inferred← citeshttps://doi.org/10.1145/3661456.3666057openalex-snapshot
MYAR: Preserving Malay Traditional Headwear with Augmented Reality Filter
inferred← citeshttps://doi.org/10.1145/3817028openalex-snapshot
Understanding in-situ participation-based development of non-professional tutors in short-relay teaching
inferred← citeshttps://doi.org/10.1145/3832309openalex-snapshot
The Situational Influences of AR Face and Body Filters
inferred← citeshttps://doi.org/10.1155/hbe2/8820265openalex-snapshot
Content and Process as Motivational Factors in Digital Out‐of‐Home Media: The Mediating Role of Interaction in User Experience
inferred← citeshttps://doi.org/10.11648/j.hss.20231106.14openalex-snapshot
Utilizing WeChat to Shape Youth Perspectives: A Content Analysis of University Communication Strategies During the COVID-19 Pandemic
inferred← citeshttps://doi.org/10.1177/03128962231199356openalex-snapshot
Filtering the reality: Exploring the dark and bright sides of augmented reality–based filters on social media
inferred← citeshttps://doi.org/10.1177/07673701241228810openalex-snapshot
La curiosité du consommateur : synthèse bibliométrique et bibliographique
inferred← citeshttps://doi.org/10.1177/14703572241235286openalex-snapshot
A scanner darkly: augmented reality face filters as algorithmic images
inferred← citeshttps://doi.org/10.1177/15480518241257105openalex-snapshot
Wo∼Men and Leadership: Re-Thinking the State of Research on Gender and Leadership Through Waves of Feminist Thinking
inferred← citeshttps://doi.org/10.1177/20515707241243156openalex-snapshot
Consumer curiosity: A bibliometric and bibliographic synthesis
inferred← citeshttps://doi.org/10.1177/21582440251375571openalex-snapshot
Mediating Role of Volunteering in the Associations Between Different ICTs Usage and Life Satisfaction: Sense of Social Security as a Moderator
inferred← citeshttps://doi.org/10.14267/phd.2024039openalex-snapshot
The Role of Facial Enhancement Technology in Online Sales of Branded Color Cosmetics
inferred← citeshttps://doi.org/10.17645/mac.v11i4.7016openalex-snapshot
Adolescents’ Augmented Reality Filter Usage on Social Media, Developmental Process, and Well-Being
inferred← citeshttps://doi.org/10.18502/kss.v11i4.21246openalex-snapshot
Integration of Augmented Reality Technology and Social Media from Upcycled Furniture Design: A Sustainable Design Approach
inferred← citeshttps://doi.org/10.2196/preprints.109871openalex-snapshot
Associations Among Social Media Use Motivations, Body Appreciation, and Selfie Engagement in Chinese Women Aged 18 to 35 Years Using Rednote (Xiaohongshu): Cross-Sectional Questionnaire Study (Preprint)
inferred← citeshttps://doi.org/10.24912/jk.v16i1.26308openalex-snapshot
Investigating Posthumanism through the Medium of Self-Representation Using Instagram's Augmented Reality (AR) "Camera Effect"
inferred← citeshttps://doi.org/10.31891/2219-9365-2023-75-15openalex-snapshot
ОГЛЯД СУЧАСНИХ ІНСТРУМЕНТІВ ТА ПІДХОДІВ ДО РОЗОБКИ AR-ДОДАТКІВ
inferred← citeshttps://doi.org/10.32469/10355/97077openalex-snapshot
Telling an augmented story - how can web-based augmented reality be used in designing narratives for brands?
inferred← citeshttps://doi.org/10.3389/fpsyg.2023.1191631openalex-snapshot
Why do people post when they or others are under risk or threat? Sociological and psychological reasons
inferred← citeshttps://doi.org/10.3389/fpsyg.2026.1757025openalex-snapshot
Beyond information seeking: a latent profile analysis of financial media repertoires and psychological motivations among Chinese users
inferred← citeshttps://doi.org/10.3390/app151810161openalex-snapshot
Exploring User Engagement and Purchase Intentions in T-Shirt Retail Through Augmented Reality and Instagram Filters
inferred← citeshttps://doi.org/10.3390/app16105090openalex-snapshot
Human-Centered XR Integration for STEM Education in New Zealand: A Systematic Review and Implementation Framework
inferred← citeshttps://doi.org/10.3390/bs14100973openalex-snapshot
A Study on Customer Behavior in Online Dating Platforms: Analyzing the Impact of Perceived Value on Enhancing Customer Loyalty
inferred← citeshttps://doi.org/10.3390/informatics10030069openalex-snapshot
Theoretical Models for Acceptance of Human Implantable Technologies: A Narrative Review
inferred← citeshttps://doi.org/10.3390/jtaer19030110openalex-snapshot
Don’t Like Them but Take What They Said: The Effectiveness of Virtual Influencers in Public Service Announcements
inferred← citeshttps://doi.org/10.3390/jtaer21090335openalex-snapshot
How Immersive Technologies Shape Consumer Well-Being: A Review of Digital Consumer Experiences
inferred← citeshttps://doi.org/10.3390/su15065443openalex-snapshot
Sustainable Marketing and the Role of Social Media: An Experimental Study Using Natural Language Processing (NLP)
inferred← citeshttps://doi.org/10.3390/su16052040openalex-snapshot
A Study on Immersion and Intention to Pay in AR Broadcasting: Validating and Expanding the Hedonic Motivation System Adoption Mode
inferred← citeshttps://doi.org/10.3390/su17020728openalex-snapshot
The Role of Augmented and Virtual Reality in Shaping Retail Marketing: A Meta-Analysis
inferred← citeshttps://doi.org/10.3390/su172411050openalex-snapshot
From Awareness to Action: Using Immersive Augmented Reality to Promote Sustainable Food Practices
inferred← citeshttps://doi.org/10.34190/iccws.19.1.1980openalex-snapshot
Teenagers: A Social Media Threat Vector
inferred← citeshttps://doi.org/10.3727/152599524x17265263360304openalex-snapshot
Virtual Event Experiences: Does the Virtual Event Platform Matter?
inferred← citeshttps://doi.org/10.37394/23207.2026.23.78openalex-snapshot
Exploring Augmented Reality Marketing in the Food and Beverage Industry using the TCCM Framework
inferred← citeshttps://doi.org/10.4018/979-8-3373-0710-7.ch019openalex-snapshot
Exploring the Multifaceted Impact of Augmented Reality Applications Across Industries and Consumer Behavior
inferred← citeshttps://doi.org/10.4018/979-8-3693-1046-5.ch010openalex-snapshot
The Role of Social Media Presence, Technology, and Personalization in Increasing Sales and Achieving Sustainable Business Growth
inferred← citeshttps://doi.org/10.4018/jcit.406284openalex-snapshot
Augmented Reality Technology in Selfie Creation and Dissemination
inferred← citeshttps://doi.org/10.46223/hcmcoujs.econ.en.15.2.2939.2025openalex-snapshot
Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations
inferred← citeshttps://doi.org/10.47998/ikad.1130445openalex-snapshot
Türkiye’de Netflix Dizilerini Aşırı İzleme [Binge-Watching] Motivasyonları Üzerine Bir Araştırma
inferred← citeshttps://doi.org/10.51359/1679-1827.2024.260578openalex-snapshot
Cultura de consumo e jogos eletrônicos:
inferred← citeshttps://doi.org/10.52846/mnmk.23.1.02openalex-snapshot
METAVERSE IN A MARKETING CONTEXT: A SYSTEMATIC LITERATURE REVIEW
inferred← citeshttps://doi.org/10.54929/2786-5738-2025-22-07-01openalex-snapshot
Motivation and Technology Acceptance in the Formation of Digital Learning Efficiency in Business Schools
inferred← citeshttps://doi.org/10.56799/ekoma.v4i1.5860openalex-snapshot
Faktor Yang Mempengaruhi Penggunaan Informasi Akuntansi Pada Usaha Mikro Kecil Dan Menengah Di Wilayah Jabodetabek
inferred← citeshttps://doi.org/10.57233/gijmss.v7i1.03openalex-snapshot
Navigating the Digital Terrain: Exploring Post-Covid-19 Technology Adoption Dynamics in Nigeria
inferred← citeshttps://doi.org/10.5850/jksct.2025.49.4.816openalex-snapshot
소셜미디어 패션 콘텐츠 이용 동기가 명품 브랜드 소비에 미치는 영향
inferred← citeshttps://doi.org/10.63028/10067/2052220151162165141openalex-snapshot
From food media entertainment to food literacy education : an investigation into food media content, food media exposure, and food literacy among emerging adults
inferred← citeshttps://doi.org/10.67942/ijcer.2026.13.3.1105openalex-snapshot
Chatbot Adoption Intentions in Higher Education: Extending Uses and Gratifications Theory with Perceived Risk and Personal Innovativeness
inferred← citeshttps://doi.org/10.7233/jksc.2026.76.3.158openalex-snapshot
A Meta-Analysis on How Experiential Attributes of Augmented and Virtual Reality Influence Consumers’ Behavioral Intention
inferred← citeshttps://doi.org/10.7764/cdi.56.60193openalex-snapshot
¡Disfruto más, pero comprendo menos, las noticias en video 360°! Gratificaciones obtenidas en la investigación del periodismo de realidad virtual
Editorial review for independent work. ICSAC — the Institute for Complexity Science and Advanced Computing — runs a structured editorial panel for researchers publishing outside journals, and publishes on CiteStamp rails. Submission is free and goes through ORCID: icsacinstitute.org/submit.