Consumers have a love-hate relationship with social media filters. Whether they're looking for a bit of fun by finding out which Disney princess they are, or retouching their skin for a spontaneous selfie, the technology is as divisive as it is entertaining.
With more than 500 million people using Instagram's Stories function every single day, and one third of the most-viewed Stories coming from brands, it is clear that the technology is an important platform for marketers. But the use of filters on social media is a widely debated issue, attracting the attention of
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