Augmented reality filters on social media : analyzing the drivers of playability based on uses and gratifications theory
Year of publication: |
2022
|
---|---|
Authors: | Ibáñez-Sánchez, Sergio ; Orús, Carlos ; Flavián Blanco, Carlos |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 39.2022, 3, p. 559-578
|
Subject: | AR filters | augmented reality | electronic word-of-mouth | gratifications | playability | satisfaction | social media | Social Web | Social web | Virales Marketing | Viral marketing | Virtuelle Realität | Virtual reality |
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