000168465 001__ 168465
000168465 005__ 20260205155159.0
000168465 0247_ $$2doi$$a10.1016/j.techfore.2025.124521
000168465 0248_ $$2sideral$$a147901
000168465 037__ $$aART-2026-147901
000168465 041__ $$aeng
000168465 100__ $$0(orcid)0000-0002-8253-4713$$aOrús, Carlos$$uUniversidad de Zaragoza
000168465 245__ $$aThe impact of creativity in social AR filters on brand awareness, image, and behavioral intentions: The role of intrusiveness and Ad recognition
000168465 260__ $$c2026
000168465 5060_ $$aAccess copy available to the general public$$fUnrestricted
000168465 5203_ $$aBrands use Augmented Reality (AR) technologies in their marketing strategies. Among the AR applications, social AR filters enable brands to build new connections with customers on an intimate level, creating valuable experiences on social media and fostering consumers' storytelling. This research examines the effects of creativity of branded social AR filters, a key feature for the success of entertainment products, on users' responses toward brands. The results from an online questionnaire indicate that perceived originality and enjoyment elicit positive cognitive (awareness) and affective (image) reactions toward brands, which subsequently influence behavioral intentions. Additionally, we analyze the moderating role of brand intrusiveness and ad recognition, which can lessen and reinforce the positive effects of creativity on brand responses. Our findings contribute to the theoretical development of user experiences with branded social AR filters and provide recommendations for brand managers to design creative AR filter experiences that foster effective customer-brand connections.
000168465 536__ $$9info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00
000168465 540__ $$9info:eu-repo/semantics/openAccess$$aby$$uhttps://creativecommons.org/licenses/by/4.0/deed.es
000168465 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000168465 700__ $$0(orcid)0000-0003-3088-4102$$aIbáñez-Sánchez, Sergio$$uUniversidad de Zaragoza
000168465 700__ $$0(orcid)0000-0001-7118-9013$$aFlavián, Carlos$$uUniversidad de Zaragoza
000168465 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000168465 773__ $$g225 (2026), 124521 [15 pp.]$$pTechnol. forecast. soc. change$$tTechnological Forecasting and Social Change$$x0040-1625
000168465 8564_ $$s2115634$$uhttps://zaguan.unizar.es/record/168465/files/texto_completo.pdf$$yVersión publicada
000168465 8564_ $$s2794074$$uhttps://zaguan.unizar.es/record/168465/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000168465 909CO $$ooai:zaguan.unizar.es:168465$$particulos$$pdriver
000168465 951__ $$a2026-02-05-14:37:07
000168465 980__ $$aARTICLE