Benchmarking the Use of QR Code in Mobile Promotion: Three Studies in Japan

As a shortcut for mobile input, quick response (QR) code is increasingly being integrated in cross-media advertising campaigns in many countries of the world.

Benchmarking the Use of QR Code in Mobile Promotion: Three Studies in Japan

Shintaro Okazaki

Universidad Autónoma de Madrid

Hairong Li

Michigan State University

Morikazu Hirose

Tokyo Fuji University

Management slant

  • Quick Response (QR) code was originally developed by a Japanese firm, Denso Wave, for tracking parts in vehicle manufacturing. This study explores the use of QR code in marketing through three different methods: content analysis, focus groups, and consumer survey.
  • The content analysis suggests that the majority of QR codes were linked to loyalty programs, although most of the sample codes offered no direct incentive and led to a...

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