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

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.