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Here to stay or a thing of the past? A study into the perception of quick response codes

Author

Listed:
  • Fine, Monica B.
  • Clark, Melissa N.

Abstract

Quick response (QR) codes are an increasingly popular form of two-dimensional barcode. First designed for the Japanese automotive industry, a growing number of firms and sales representatives around the world are now using QR codes as a channel to market their products/services to their customers’ mobile devices. This research investigates consumers’ perceptions of QR codes. The results suggest that incentives and exposure are the most important factors contributing to the consumer’s perception of QR codes.

Suggested Citation

  • Fine, Monica B. & Clark, Melissa N., 2015. "Here to stay or a thing of the past? A study into the perception of quick response codes," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 3(2), pages 189-199, September.
    • Handle: RePEc:aza:jdsmm0:y:2015:v:3:i:2:p:189-199
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    More about this item

    Keywords

    QR codes; mobile marketing; technology; smartphone; applications; promotions;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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