000120019 001__ 120019
000120019 005__ 20240319081003.0
000120019 0247_ $$2doi$$a10.1002/mar.21639
000120019 0248_ $$2sideral$$a130376
000120019 037__ $$aART-2022-130376
000120019 041__ $$aeng
000120019 100__ $$0(orcid)0000-0003-3088-4102$$aIbáñez Sánchez, Sergio$$uUniversidad de Zaragoza
000120019 245__ $$aAugmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory
000120019 260__ $$c2022
000120019 5060_ $$aAccess copy available to the general public$$fUnrestricted
000120019 5203_ $$aThe arrival of augmented reality (AR) on social networks in the form of filters is generating new user experiences. Despite their potential as interactive marketing tools, previous research analyzing the impact of AR filters has focused mainly on shopping-based or personal-based variables. Conceiving AR filters to be entertainment products, this research follows the theory of uses and gratifications to examine the playability of AR filters, that is, the satisfaction that users derive from the experience and their making of electronic word-of-mouth recommendations. The results of two studies combining quantitative and qualitative techniques showed the key role played by perceived entertainment and, to a lesser extent, perceived interactivity, in the playability of AR filters. Perceived curiosity and compatibility also affected users' satisfaction. The findings contribute to the literature on AR filters by analyzing users' experiences from an entertainment perspective, examining a comprehensive set of hedonic, utilitarian, social and personal uses and gratifications that users might derive when interact with AR filters on social media. Practitioners should incorporate appropriate features when designing the filters so that users obtain fun and entertaining experiences, interact with others, and get fresh content. All these may foster the consumer's storytelling through images.
000120019 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group$$9info:eu-repo/grantAgreement/ES/MCIU/PID2019-105468RB-I00
000120019 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttp://creativecommons.org/licenses/by/3.0/es/
000120019 590__ $$a6.7$$b2022
000120019 592__ $$a2.083$$b2022
000120019 591__ $$aPSYCHOLOGY, APPLIED$$b11 / 83 = 0.133$$c2022$$dQ1$$eT1
000120019 593__ $$aMarketing$$c2022$$dQ1
000120019 591__ $$aBUSINESS$$b47 / 154 = 0.305$$c2022$$dQ2$$eT1
000120019 593__ $$aApplied Psychology$$c2022$$dQ1
000120019 594__ $$a7.9$$b2022
000120019 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000120019 700__ $$0(orcid)0000-0002-8253-4713$$aOrús, Carlos$$uUniversidad de Zaragoza
000120019 700__ $$0(orcid)0000-0001-7118-9013$$aFlavián, Carlos$$uUniversidad de Zaragoza
000120019 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000120019 773__ $$g39, 3 (2022), 559-578$$pPsychol. mark.$$tPSYCHOLOGY & MARKETING$$x0742-6046
000120019 8564_ $$s949384$$uhttps://zaguan.unizar.es/record/120019/files/texto_completo.pdf$$yVersión publicada
000120019 8564_ $$s2179971$$uhttps://zaguan.unizar.es/record/120019/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000120019 909CO $$ooai:zaguan.unizar.es:120019$$particulos$$pdriver
000120019 951__ $$a2024-03-18-14:20:49
000120019 980__ $$aARTICLE