Augmented reality filters on social media. Analyzing the drivers of playability based on uses and gratifications theory

Abstract 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.