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‘Why Embrace Augmented Reality Beauty Filters?’: Delving into Young Women’s Motivations

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Digital Economy. Emerging Technologies and Business Innovation (ICDEc 2024)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 531))

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Abstract

Augmented Reality (AR) has found practical applications on popular visual social media platforms where users can apply beauty filters to enhance their appearance. This study aims to provide a deeper understanding of the motivations behind the use of beauty filters by young women in the Tunisian context, where presence on social networks follows global trends. Based on theories of uses and gratifications and self-presentation, we conducted a qualitative study using a triangulation of online observation, semi-structured interviews, and projective techniques. Results reveal nine motivations: Enhancing facial features, enhancing photo’s quality, convenience, purchase decision, self-confidence, social influence, attention seeking, entertainment, pass time and curiosity.

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Author information

Authors and Affiliations

  1. Institut Supérieur de Gestion de Tunis, LARIME, University of Tunis, Tunis, Tunisia

    Asma Lakhal, Nadia Montacer & Fatma Smaoui

Authors
  1. Asma Lakhal
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  2. Nadia Montacer
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  3. Fatma Smaoui
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Corresponding author

Correspondence to Asma Lakhal .

Editor information

Editors and Affiliations

  1. ESEN, University of Manouba, Manouba, Tunisia

    Mohamed Anis Bach Tobji

  2. ESEN, University of Manouba, Manouba, Tunisia

    Rim Jallouli

  3. Mohammed V University, Rabat, Morocco

    Hicham Sadok

  4. Mohammed V University, Rabat, Morocco

    Kaltoum Lajfari

  5. Mohammed V University, Rabat, Morocco

    Driss Mafamane

  6. Mohammed V University, Rabat, Morocco

    Houda Mahboub

Appendices

Appendix

Appendix 1: Consumers’ Interview Profiles

Name

Age

Occupation

Phone brand

Participant 1

24

Marketing manager

Oppo A73

Participant 2

21

Student

Samsung Galaxy A50

Participant 3

24

Freelance designer

IPhone 12

Participant 4

18

Student

Samsung A20s

Participant 5

20

Student

IPhone 7

Participant 6

23

Translator

IPhone 6

Participant 7

18

Student

IPhone 7+

Participant 8

20

Student

IPhone 12

Participant 9

24

Company employee

Samsung A8+

Participant 10

26

Business owner

Samsung A50

Participant 11

24

Accounting employee

Oppo A31

Participant 12

23

Student

IPhone X

Participant 13

23

Administrative assistant

IPhone 12 Pro Max

Participant 14

18

Student

Samsung Grand Prime Plus

Participant 15

21

Student

IPhone 10

Participant 16

23

Student

Samsung Galaxy A10s

Appendix 2: Most Commonly Used Words Representing Motivations Among Female Respondents

Motivations

Aesthetic

 

Utilitarian

 

Psycho-social

 

Hedonic

 

Related words

Skin

187

Colors

88

No self-acceptance

74

Curiosity

46

Acnes / pimples

64

Lighting

86

Self-confidence

47

Fun

34

Flaws

60

  

Likes and comments

28

Entertainment

17

Imperfections

27

  

Influencers

26

  

Dark circles

24

  

Friends

22

  

Soft skin

21

  

Boyfriend / Guy

15

  
    

Fear of judgement

14

  

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Lakhal, A., Montacer, N., Smaoui, F. (2025). ‘Why Embrace Augmented Reality Beauty Filters?’: Delving into Young Women’s Motivations. In: Bach Tobji, M.A., Jallouli, R., Sadok, H., Lajfari, K., Mafamane, D., Mahboub, H. (eds) Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2024. Lecture Notes in Business Information Processing, vol 531. Springer, Cham. https://doi.org/10.1007/978-3-031-76368-7_6

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