QR-Codes — Marketing-Hype oder effektives Instrument?

QR-Codes — Marketing-Hype oder effektives Instrument?

The use of QR codes to link the real and digital world is already common practice. Mounted on offline advertising, QR codes link to digital content, which offer the user added communication value in the form of additional product information or emotional corporate videos. A laboratory experiment exa...

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Veröffentlicht in:Marketing Review St. Gallen 2014-10, Vol.31 (5), p.62-72
Hauptverfasser: Neumann, Natalie, Bartsch, Silke, Meyer, Anton
Format: Artikel
Sprache:ger
Schlagworte:
Business and Management
Codes
Consumer attitudes
Impact analysis
Marketing
Mobile advertising
Quick Response
Schwerpunkt
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Zusammenfassung:The use of QR codes to link the real and digital world is already common practice. Mounted on offline advertising, QR codes link to digital content, which offer the user added communication value in the form of additional product information or emotional corporate videos. A laboratory experiment examined the effect of the informational and emotional QR code content.
ISSN:1865-6544
1865-7516
DOI:10.1365/s11621-014-0404-5