Snapping and chatting away: Consumer motivations for and outcomes of interacting with Snapchat AR ad lens

摘要: Abstract Snapchat AR ad lens is one of the highly engaging and interactive ads among plethora social media advertising formats. Applying uses gratifications (U&G) theory engagement (SMAE) framework, two survey studies were conducted to enhance our understanding consumers’ motivations for interacting with this unique format its subsequent effects. With use exploratory research, Study 1 uncovered interact lens: entertainment, aesthetics, uniqueness, curiosity, brand fan, interaction. Furthermore, 2 cemented disclosed as antecedents attitudinal perceptions examined resultant outcomes: purchase motivation. The results revealed that majority had a positive effect on Snapchatters’ attitude toward lens, which directly affected continuous indirectly motivation through engagement. Theoretical managerial implications are discussed scholars practitioners.