Cross-Media Integration of Qr Code: A Preliminary Exploration

Volume: 14, Issue: 2, Pages: 137
Published: May 1, 2013
Abstract
This study examines the effectiveness of Quick Response (QR) code loyalty campaigns in two phases. In Study 1, qualitative perceptions of QR code are examined through key informant focus groups. Participants express their positive as well as negative opinions about the use of QR code. In Study 2, we examine the effectiveness of QR code loyalty campaigns in “winning back” inactive customers in terms of repeat purchases. The study manipulates...
Paper Details
Title
Cross-Media Integration of Qr Code: A Preliminary Exploration
Published Date
May 1, 2013
Volume
14
Issue
2
Pages
137
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