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‘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, A; Marder, B; Barhorst, JB; McLean, G; Rogers, Y; Marshall, P; Warlop, L; (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 , Article 107126. 10.1016/j.chb.2021.107126.

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Rogers_What lies behind the filter -AR face filters_Manuscript final accepted preprint-Javornick et al.pdf - Accepted Version
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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.

Type: Article
Title: ‘What lies behind the filter?’ Uncovering the motivations for using augmented reality (AR) face filters on social media and their effect on well-being
DOI: 10.1016/j.chb.2021.107126
Publisher version: https://doi.org/10.1016/j.chb.2021.107126
Language: English
Additional information: This version is the author accepted manuscript. For information on re-use, please refer to the publisher’s terms and conditions.
Keywords: Augmented reality, Face filter, Social media, Uses and gratifications, Well-being, Self-presentation
UCL classification: UCL
UCL > Provost and Vice Provost Offices > UCL BEAMS
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science
UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of Engineering Science > Dept of Computer Science
URI: https://discovery.ucl.ac.uk/id/eprint/10141479
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