120019 20250722154011.0 doi 10.1002/mar.21639 sideral 130376 ART-2022-130376 eng Ibáñez Sánchez, Sergio Universidad de Zaragoza (orcid)0000-0003-3088-4102 Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory 2022 Access copy available to the general public Unrestricted The 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. info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00 info:eu-repo/semantics/openAccess by http://creativecommons.org/licenses/by/3.0/es/ 6.7 2022 PSYCHOLOGY, APPLIED 11 / 83 = 0.133 2022 Q1 T1 BUSINESS 47 / 154 = 0.305 2022 Q2 T1 2.083 2022 Marketing 2022 Q1 Applied Psychology 2022 Q1 7.9 2022 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Orús, Carlos Universidad de Zaragoza (orcid)0000-0002-8253-4713 Flavián, Carlos Universidad de Zaragoza (orcid)0000-0001-7118-9013 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 39, 3 (2022), 559-578 Psychol. mark. PSYCHOLOGY & MARKETING 0742-6046 949384 http://zaguan.unizar.es/record/120019/files/texto_completo.pdf Versión publicada 2179971 http://zaguan.unizar.es/record/120019/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:120019 articulos driver 2025-07-22-15:35:44 ARTICLE