A Linking AR-Based Experiences of Snapchat Users with Customer Engagement, Loyalty, and Satisfaction

Abstract

AR is an exclusive sequence of interactive technological revolutions which integrate digital elements into the physical setting. Consumers have fun besides having great experience with AR apps, and they wish to share their experiences and views with their friends through social media apps like Snapchat. The objective of this study is to examine the relationship between AR-based experiences of Snapchat users and the resulting Customer Engagement, Loyalty, and Satisfaction. A quantitative method was employed using a survey as the primary research strategy. A total of 312 Snapchat (AR-based application) users participated in the survey. PLS-SEM was used for data analysis. The findings reveal that the vividness and novelty dimensions of AR have a positive impact on users’ Engagement, Loyalty, and Satisfaction. The results empirically supported and provided practical comprehensions for digital fun experiences among customers. Furthermore, retailers can integrate AR apps into their current marketing channels and provide consumers with the opportunity to acquire more information about the product/service and directly interact with the virtual demonstrations. This research adds to the AR-based experiences literature by advancing the AR literature, which can be exclusively used in the entertainment, retail, and fashion industry.