Fine, M. & M. Clark (2015)
Journal of Digital & Social Media Marketing
Quick response (QR) codes are an increasingly popular form of a two-dimensional barcode. First designed for the Japanese automotive industry, a growing number of firms and sales representatives around the world are now using QR codes as a channel to market their products/services to their customers’ mobile devices. This research investigates consumers’ perceptions of QR codes. The results suggest that incentives and exposure are the most important factors contributing to the consumer’s perception of QR codes.