Augmented Reality Filters and Generation Z: a Study on Engagement, Self-Perception and Emotional Responses

Lok, San Nee (2024) Augmented Reality Filters and Generation Z: a Study on Engagement, Self-Perception and Emotional Responses. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Generation Z, often known as the post-millennial generation, has evolved as a cohort that is firmly rooted in the virtual world in the age of digital communication and social media dominance. Augmented Reality (AR) has captured the attention of generation Z. It has been brought to the market and has grown into an effective marketing tool for brands to engage and interact with their audiences. Augmented Reality (AR) technology is heavily applied in the sphere of digital marketing and is commonly implemented on social media through the form of AR filters. AR Filters can enhance users’ understanding and perception of real-life in an entertaining and enlightening way. However, research rarely studies about consumers’ user perception and emotional responses towards different types of AR Filters. Therefore, this study is to investigate Generation Z’s user perception and emotional responses towards AR Filters. This research delves into the intricate relationship between Augmented Reality (AR) filters and Generation Z, shedding light on their usage patterns, emotional responses, and perceptions within the digital landscape. This research uses a quantitative methodology with online survey questionnaires. The researcher employs the Uses & Gratification Theory, Social Comparison Theory, and Ecological Systems Theory to examine distinct facets of Generation Z's engagement with AR filters. The study's first objective explores the influence of various AR filter types on user engagement, while the second delves into their impact on self-perception and appearance. The third objective investigates the emotional responses elicited by AR-filtered experiences. This research delves into Generation Z's engagement with Augmented Reality (AR) filters, revealing that these filters amplify individuality and self-conscious expression, provide instant gratification with the potential for long-term emotional bonds, and foster shared and communal experiences. The findings offer practical insights for marketers and developers, emphasising the integral role AR filters play in shaping the digital landscape for Generation Z. The study contributes a nuanced understanding of Generation Z's dynamic interaction with AR filters, highlighting their role in self-expression, emotional well-being, and social integration. The research hopes to offer valuable insights for users, creators, platforms and brands, to implement their AR Filters effectively according to Generation Z’s perceptions, fostering responsible technology use and enhancing digital well-being in the AR filter era. Keywords: Augmented Reality (AR) Filters, Generation Z, User Perception, Emotional Responses, Digital Marketing