Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Augmented Reality-Enabled Instagram Game Filters: Key to Engaging Customers Subject The topic of the resource Augmented reality; customer brand engagement; game filters; gameful experience; gamification Description An account of the resource The gamification concept is rapidly grabbing attention of different sectors in the current competitive business ecosystem. Companies are amalgamating game elements to enrich customer enhancement. However, empirical studies incorporating Augmented Reality (AR) elements in the same are lacking. Therefore, main objective of this research is to inspect elements of AR, impacting the customer brand engagement in game filters of Instagram. Drawing on S-D Logic the authors aim to explore the impact of gameful experience on creating customer engagement. The capability of Customer Brand Engagement (CBE) to influence Brand Satisfaction (BS) and Brand loyalty (BL) is also explored in the study. Convenient sampling method was adopted to gather 458 responses from Gen Z in India. Responses were gathered using self-administered questionnaire. Findings of the study expand CBE literature to a new technology and refines knowledge of relationship between AR and preexisting CBE dimensions (affective, cognitive and activation), leading to BS and BL. This study has some implications for managerial decision making in creating resilient and long-term relations with customers. 2021 Taylor &amp; Francis Group, LLC. Creator An entity primarily responsible for making the resource Sinha M.; Srivastava M. Source A related resource from which the described resource is derived Journal of Promotion Management, Vol-28, No. 4, pp. 467-486. Publisher An entity responsible for making the resource available Routledge Date A point or period of time associated with an event in the lifecycle of the resource 2022-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1080/10496491.2021.2008577" target="_blank" rel="noreferrer noopener">https://doi.org/10.1080/10496491.2021.2008577</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85120322484&amp;doi=10.1080%2F10496491.2021.2008577&amp;partnerID=40&amp;md5=ed79ba736c07c8aede70285a2ed99946" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85120322484&amp;doi=10.1080%2f10496491.2021.2008577&amp;partnerID=40&amp;md5=ed79ba736c07c8aede70285a2ed99946</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 10496491 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Sinha M., School of Business and Management, Christ University, Bangalore, India; Srivastava M., NMIMS, Bangalore, India