"I am who I am, or am I?": Predictors of AR beautification filter use
Open Access
- Author:
- Goke, Maranda
- Graduate Program:
- Mass Communications
- Degree:
- Doctor of Philosophy
- Document Type:
- Dissertation
- Date of Defense:
- April 24, 2024
- Committee Members:
- Anthony Olorunnisola, Program Head/Chair
Mary Oliver, Chair & Dissertation Advisor
Christofer Skurka, Major Field Member
Jessica Myrick, Major Field Member
Heather Shoenberger, Outside Unit & Field Member - Keywords:
- AR filter
self-discrepancy
beautification filters
media effects - Abstract:
- Augmented reality (AR) beautification filters have come a long way since their introduction by Snapchat in 2011. Recently, they have allowed individuals to change their appearances to the point that it is unnoticeable by others. Although research has investigated the motivations behind why people use them, there has been little research looking into what predicts the engagement of AR beautification filters, and the level of engagement. Through the uses and gratifications theory and self-discrepancy theory, supported by an experimental design, this study provides interesting contributions. Habit and affection were found to be positively associated with AR beautification filter use. Self-presentation, passing time, and attention-seeking did not significantly predict AR beautification filter use. Further, self-discrepancy did not significantly predict AR beautification filter use. However, self-monitoring was found to predict lower levels of AR beautification filter use. Finally, this study provided insights into the current generation’s filter usage, and what the future of filter usage could look like. The results offer important implications for AR beautification filter users, along with future research.