Filtering the reality: Exploring the dark and bright sides of augmented reality–based filters on social media

The study aims to investigate the effect of augmented reality (AR)-based filters on social media users’ self-concept and well-being. While much research has explored consumer use of AR filters and their effect on buying behaviour, few studies have examined how such filters affect self-concept, especially in the context of social media use (rather than retailing). We used the inductive qualitative method and grounded theory to analyse 18 AR filter users’ in-depth interviews. We found that using AR filters broadens the gap between the actual self and the ideal self, intensifying the social comparison process. On the positive side, some users may get inspired to reduce the ideal-actual gap through the creative use of the AR tools available. However, on the negative side, other users may feel negative emotions like envy. These positive and negative feelings may affect the user’s body satisfaction and self-confidence, ultimately changing their usage intention. JEL Classification: M31