Raising the Bar for Consumer Engagement: Qualitative Investigation of Attitudes for Quick Response Codes in Magazine Advertisements
Selcuk Ertekin, Lou E. Pelton · 2014
Quick response codes (hereafter, QR codes) have become an emergent technology-enabled marketing tactic to encourage consumer engagement in advertising messages. QR codes, a type of matrix barcode developed largely for the automotive industry, have been adapted for use in promotions. Because QR codes are easily readable by mobile phones, the accessibility to consumers has grown exponentially. This is particularly evident in print media. QR codes have essentially redefined circulation and readership performance metrics because of the ubiquitous connectivity that extends beyond the print media. The present research is an exploratory study of consumers’ attitudes toward QR codes in magazine advertisements. The study begins to identify motivations for consumers to scan QR codes printed in magazine ads. The study finds that (1) information sourcing, (2) Web-navigation linkages (3) straightforward e-mail access and registration, and perhaps most insightful (4) impulse purchasing needs are key considerations in consumers’ propensity to scan QR codes in magazine advertisements.