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    Measuring the effects of visual scan codes in advertising

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    Embargoed until 4 October 2019 (375.5Kb)
    Author
    Fortin DR
    Surovaya K
    Date
    2018
    Permanent Link
    http://hdl.handle.net/10092/17027

    Copyright © 2018 Inderscience Enterprises Ltd. With smart phone technology becoming increasingly widespread in the consumption space, the use of Visual Scan Codes (VSC) such as QR (Quick Response) or Shazam codes are becoming prominent interactive tools transforming traditional advertising into more engaging and responsive communication platforms. To examine the effects of the presence of these codes, this study uses a (2x2) between-subjects experimental design with treatment groups for code type (QR code active vs. QR code static) and code salience (black and white vs. coloured) with a fifth control group. Findings suggest that such codes have significant effects on hedonic attitudes towards the ad, perceived vividness and brand recall. Participants who noticed the code in the stimulus ad showed higher brand recall and involvement levels. In addition, the mere presence of a static code was found to be perhaps even more effective than an activated code.

    Subjects
    VSC
     
    visual scan codes
     
    QR codes
     
    Shazam
     
    advertising
     
    vividness
     
    involvement
     
    attitudes
     
    Field of Research::15 - Commerce, Management, Tourism and Services::1505 - Marketing::150502 - Marketing Communications
    Collections
    • Business and Law: Journal Articles [246]

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