Mobile marketing communications in the retail environment: A comparison of QR code users and non-users
Jay Sang Ryu
Introduction
Since the introduction of wireless Internet and mobile technology, the retail environment has changed significantly. With an increasing number of mobile phone users and consumers embracing a mobile lifestyle, retailers should adopt a mobile marketing mindset in order to build sustainable and profitable relationships with mobile-savvy consumers.
It is documented that about 82% of U.S. mobile phone users search for shopping information or make purchases via their mobile phones (Goldberg, 2010). This new shopping behavior provides compelling reasons for why U.S....