Creating Purchase Intention through Social Media: The use of AR enabled Social Media Filters

Abstract

Since the advent of humans on this planet, communication has been a key for transferring ideas, information, and knowledge. Communication has been identified as a crucial element in the advancement of human civilization (Heintz & Scott-Phillips, 2023). However, communication channels have been used differently in different times, places, and situations. The impact of communication is significantly affected by the channels employed to convey information (Murphy et al., 1997). The efficiency of information delivery and reception is contingent upon the mode of communication employed (Ren & Zhao, 2023). The effectiveness of a message in terms of its clarity, relevance, and accuracy can exhibit significant variability based on the mode of transmission (Miller, 2014). An appropriate selection of communication channels helps convey the desired message and elicit the desired response (Shiva et al., 2021). Communication channels have evolved drastically during the last two decades (Kaufman et al., 2015).