The impact of consumer experience on brand reputation through branded augmented reality filters

Augmented reality filters are attracting the attention of more and more consumers. As the use of these filters increases, brands are not indifferent to the interests of consumers. For brands, AR filters are a great opportunity to enrich and personalize the consumer experience and increase engagement. The aim of this study is to reveal the effect of consumers' branded AR filter experience on brand reputation. Data were collected via an online survey from a sample of 350 eligible participants for analysis. Descriptive statistical analysis, explanatory factor analysis, and multiple regression analysis were performed to test the hypotheses. As a result, sensory and cognitive experiences have a significant and positive impact on both e-WoM and brand reputation. However, emotional, behavioral, and relational experiences did not have an effect on both e-WoM and brand reputation. It has also been observed that e-WoM has a significant and positive effect on brand reputation.