'What lies behind the filter?' Uncovering the motivations for using augmented reality (AR) face filters on social media and their effect on well-being
Javornik, Ana and Marder, Ben and Barhorst, Jennifer Brannon and McLean, Graeme and Rogers, Yvonne and Marshall, Paul and Warlop, Luk (2022) 'What lies behind the filter?' Uncovering the motivations for using augmented reality (AR) face filters on social media and their effect on well-being. Computers in Human Behavior, 128. 107126. ISSN 0747-5632 (https://doi.org/10.1016/j.chb.2021.107126)
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Abstract
Augmented reality (AR) filters are a popular social media feature affording users a variety of visual effects. Despite their widespread use, no research to date has examined either 'why' people use them (i.e., motivations) or 'how' their usage makes people feel (i.e., well-being effects). Through the uses and gratifications theory supported by a sequential mixed-method approach (interviews N = 10 and survey N = 536), we provide three overarching contributions. First, based on prior literature and a qualitative study, we identify nine motivations that can potentially drive AR face filter usage on Instagram. Our survey indicates that seven of those motivations (e.g., creative content curation, social interactions) are significant drivers of usage behaviours, while two (true self-presentation and silliness) did not have a significant impact. Second, we provide nuanced insights into the multi-faceted nature of the self-presentation motives underpinning AR face filter use (ideal, true and transformed self-presentation). Lastly, we show filter usage can have both positive and negative well-being effects depending on the underlying motivation. The results offer important implications for policymakers, site designers and social media managers.
ORCID iDs
Javornik, Ana, Marder, Ben, Barhorst, Jennifer Brannon, McLean, Graeme ORCID: https://orcid.org/0000-0003-3758-5279, Rogers, Yvonne, Marshall, Paul and Warlop, Luk;-
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Item type: Article ID code: 79245 Dates: DateEvent1 March 2022Published13 December 2021Published Online1 December 2021AcceptedSubjects: Science > Mathematics > Computer software
Social Sciences > Commerce > Marketing. Distribution of productsDepartment: Strathclyde Business School > Marketing Depositing user: Pure Administrator Date deposited: 24 Jan 2022 14:33 Last modified: 14 Dec 2024 01:31 URI: https://strathprints.strath.ac.uk/id/eprint/79245