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...