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Benchmarking the Use of QR Code in Mobile Promotion

Three Studies in Japan

Shintaro Okazaki, Hairong Li, Morikazu Hirose
DOI: 10.2501/JAR-52-1-102-117 Published 1 March 2012
Shintaro Okazaki
Universidad Autónoma de Madrid/College of Economics and Business Administration,
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  • For correspondence: shintaro.okazaki@uam.es
Hairong Li
Michigan State University/College of Communication Arts and Sciences,
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  • For correspondence: hairong@msu.edu
Morikazu Hirose
Tokyo Fuji University,
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  • For correspondence: morikazu.187@mba.nifty.ne.jp
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ABSTRACT

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. Questions remain, however, about its actual use in different media, the motivations for consumers to use it and, especially, the perceived risks associated with using QR code. This study represents an initial exploration into these important issues. Findings from three studies in Japan indicate that QR codes are largely used in print media for promoting loyalty programs; convenience, savings, and quality are drivers of QR-code use; and perceived risks vary among different contexts in which consumers scan QR codes. Implications are presented for the effective use of QR code in mobile promotion.

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Vol 52 Issue 1

Journal of Advertising Research: 52 (1)
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Benchmarking the Use of QR Code in Mobile Promotion
Shintaro Okazaki, Hairong Li, Morikazu Hirose
Journal of Advertising Research Mar 2012, 52 (1) 102-117; DOI: 10.2501/JAR-52-1-102-117

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Benchmarking the Use of QR Code in Mobile Promotion
Shintaro Okazaki, Hairong Li, Morikazu Hirose
Journal of Advertising Research Mar 2012, 52 (1) 102-117; DOI: 10.2501/JAR-52-1-102-117
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