Customer engagement through augmented reality filter on social media influences purchase decisions

Conference item


Bhat, N. and Han, J. 2023. Customer engagement through augmented reality filter on social media influences purchase decisions. 2nd International Conference on Technology, Innovation and Sustainability in Business Management (ICTIS 2023). Middlesex University Dubai 03 - 04 May 2023
TitleCustomer engagement through augmented reality filter on social media influences purchase decisions
AuthorsBhat, N. and Han, J.
Abstract

The psychology of using augmented reality (AR) filters on social media can be influenced by several factors. Some possible psychological and motivational factors influencing AR filters' use on social media include entertainment value, aesthetics, social influence, personal expression, convenience, and product information. In addition, people use AR filters if it helps them achieve their goals, such as by enhancing their social status or making them more attractive to others.
This study aims to understand the variables that affect customer engagement and their influence on purchasing decisions — participants from over 400 worldwide who took an online survey through Qualtrics and then analyzed it through IBM SPSS. The objectives are to explore the uses and gratification of AR filters on social media, identify the impact of AR filters on customer engagement on social media, and analyze purchase intention based on customer engagement of AR filters on social media. The data suggest that hedonic value affects customer engagement on social media, influencing customers' purchase decisions more than utilitarian values. AR filters that allow customers to express their style or identity may be more likely to be used. AR filters that are easy to use and do not require exceptional skills or technology may be more likely to be used by customers. The data suggest that participants enjoy using a product filter for shoes and accessories more than clothing. Brand filter plays a huge role in customers trying a product-based filter. There is a positive correlation between Customer Engagement through Augmented reality filters on social media influences purchase decisions.

Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
Conference2nd International Conference on Technology, Innovation and Sustainability in Business Management (ICTIS 2023)
Proceedings Title2nd International Conference on Technology, Innovation and Sustainability in Business Management: Book of Abstracts
Publication process dates
Submitted31 Mar 2023
Accepted10 Apr 2023
Completed04 May 2023
Deposited02 Nov 2023
Output statusPublished
Web address (URL) of conference proceedingshttps://api.mdx.ac.ae/uploads/BOOK_OF_ABSTRACTS_c609d3d94e.pdf?updated_at=2023-05-08T09:59:19.842Z
LanguageEnglish
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