Creating Purchase Intention through Social Media: The use of AR enabled Social Media Filters

Abstract

Purpose –The primary objective is to uncover the role of AR-enabled filters provided through Social Media platforms in stimulating purchasing intent for cosmetic products. Design/methodology/approach – This study tests the hypothesized relationships using UTAUT2 with the help of 297 responses. The study employed SPSS 28 and AMOS 28 for the data analysis. The moderation effect of SMU was studied with the help of Process Macro 4.1. Findings – The results declare performance expectancy, social influence, price value, and hedonic motivation significantly influence purchase intention, while effort expectancy, habit, and facilitating conditions do not. Practical implications – This research provides implications for marketers suggesting that SM communication channels should be complemented with new-age technologies, such as AR. Furthermore, AR as a promotional tool should be endorsed due to its ability of virtually representing the real product benefits to users that may eventually lead to high product awareness and purchases. Originality/value – AR-enabled SM filters are underexplored through the lens of marketing communication; this research extends body of knowledge by broadening the scope of SM as a channel of marketing communication.