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The European Journal of Applied Economics

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QR Code Based Marketing in India and Japan

Primena QR Marketing Strategije na Primeru Indije i Japana

Hemant Bamoriya
  • Acropolis Faculty of Management and Research Indore Bypass Road, Indore, India
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Published Online: 2014-11-20 | DOI: https://doi.org/10.5937/sjas11-5504

Abstract

Despite the colossal growth of Quick Response Codes (QR codes) in marketing, many critics are worried about effective integration of QR code in marketing mix. The reason is the lack of knowledge about con-sumers’ beliefs and intentions towards QR codes. Substantial variations in exposure and adoption rate of QR code across cultures further deteriorate the application of QR code in marketing. This study intends to explore consumers’ beliefs and intentions towards QR codes in marketing across different cultures, namely India and Japan. The study also intends to ana-lyze how the selected variables moderate the relationship between beliefs and intentions. A scenario-based experimental design was used and data was analyzed using Structural Equation Modeling and General Linear Modeling. The findings suggest a positive relationship between culture and beliefs as well as between beliefs and intentions. Further on, media and on-campaign instructions are found to be significantly moderating the relationship between beliefs and intentions. Finally, based on the key findings, the study offers some valuable perspectives on the evolving nature of QR codes in marketing and provides implications for marketers.

Rezime:

Uprkos sve većoj prisutnosti QR kodova (Strategija brzog odgovora) u oblasti marketinga, mnogi kritičari su zabrinuti za njegovu uspešnu integraciju u koncept marketing miksa. Razlog za to jeste nedovoljno poznavanje stavova i namera potrošača kada je reč o upotrebi QR kodova. Ogromne razlike u stopi izloženosti i usvanju QR kodova među različitim kulturama još više se negativ-no odražavaju na primenu QR kodova u oblasti marketinga. Ova studija ima za cilj da ispita stavove i namere potrošača kada je reč o upotrebi QR kodova u marketingu kod različitih kultura, prventstveno Japana i Indije. Takođe, ovaj rad ima za cilj da ispita kako odabrane varijable utiču na odnos između stavova i namera. Korišćen je scenario zasnovan na eksperimentalnom dizajnu i anali-zirani su podaci korišćenjem tehnika Modelovanja strukturalnim jednačinama i Opštih linearnih modela. Dobijeni nalazi ukazuju na to da postoji pozitivan odnos između kulture i stavova kao i između stavova i namera korisnika. Takođe, utvrđeno je da mediji i prisustvo/odsustvo instrukcija u okviru marketinških kampanja u velikoj meri utiču na odnos između stavova i namera korisnika. Na kraju, oslanjajući se na ključne nalaze, ova studija nudi korisne informacije i gledišta vezana za dinamičku prirodu QR kodova u oblasti marketinga kao i korisne naznake za marketinške kompanije.

Keywords: advertising; culture; mobile marketing; QR code

Ključne reči:: oglašavanje; kultura; mobilni marketing; QR kod (strategija brzog odgovora)

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About the article

Received: 2014-02-13

Revised: 2014-09-01

Accepted: 2014-09-02

Published Online: 2014-11-20


Citation Information: Singidunum Journal of Applied Sciences, ISSN (Online) 2217-8783, DOI: https://doi.org/10.5937/sjas11-5504.

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© 2014 Hemant Bamoriya. This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License. BY-NC-ND 3.0

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