Segmentation, involvement and the reach-engagement relationship: Evidence from a QR code advertising campaign
Paolo Di Betta and Francesco Lucera
Introduction
The relationship between engagement and advertising effectiveness is so complex that it even involves the measuring process itself. In fact, one of the staples of mobile marketing is that the campaign's chance of success is improved if it is designed with an eye to measuring effectiveness (Sharma, Herzog, & Melfi, 2008), which must be conducted starting from the point of view of the campaign objectives (Karjaluoto, Lehto, Leppäniemi, & Mustonen, 2007, p. 13). Effectiveness is enhanced by engagement,...