Engaging through the lens: The influence of brand augmented reality filters on social media consumers
Abstract
This paper investigates the impact of augmented reality (AR) filters created by brands to drive consumer–brand engagement on social media platforms. A quantitative research design was employed, using an online survey of 240 social media users who had interacted with brand-generated AR filters. The stimulus-organism-response framework and experiential value theory were used as the theoretical lens to analyse the psychological and behavioural effects of AR filters on consumer–brand engagement. The data were examined using the partial least squares structural equation modelling (PLS-SEM) to evaluate the hypothesised relationships and validate the recommended conceptual model. The results show that brand AR filters significantly enhance experiential values like hedonic and social value, promoting higher levels of consumer engagement and brand advocacy. Through the integration of AR technology and experiential marketing, the study offers both useful insights for brands using AR filters to produce meaningful consumer experiences and theoretical additions to the literature on digital marketing. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/ business/.
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Author's Biography
Shrishti Singh is a research scholar at Amity University, Noida. Her research focuses on the integration of emerging technologies such as artificial intelligence and augmented reality in marketing. She is particularly interested in understanding how technology-driven experiences shape consumer behaviour, brand engagement and decision-making in the digital environment.
Ruchi Jain is a professor at Amity University Uttar Pradesh, where she is also the Head of PhD Programs. She has more than 25 years of research and academic experience and has also worked in the corporate sector. She has served twice as faculty on deputation to Birkbeck University of London. Her scholarly contributions include highly cited research papers and review articles published in journals indexed in Scopus, the Science Citation Index and the Web of Science. She has supervised numerous scholars conducting research towards their PhD and MPhil degrees. Her own research interests focus on the application of emerging technologies in marketing and sustainability.
Abhay Jain is a professor at the Shri Ram College of Commerce at the University of Delhi. His areas of specialisation include finance, marketing, technology and innovation. His research has been published in various national and international peer-reviewed journals. He is also a member of the Indian Commerce Association and the Indian Accounting Association.
Citation
Singh, Shrishti, Jain, Ruchi and Jain, Abhay (2026, March 1). Engaging through the lens: The influence of brand augmented reality filters on social media consumers. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 11, Issue 4. https://doi.org/10.69554/SYBH5291.
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