Measuring the effects of visual scan codes in advertising

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dc.contributor.authorFortin DR
dc.contributor.authorSurovaya K
dc.date.accessioned2019-08-30T01:50:08Z
dc.date.available2019-08-30T01:50:08Z
dc.date.issued2018en
dc.date.updated2019-07-02T03:14:20Z
dc.description.abstractCopyright © 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.en
dc.identifier.citationFortin DR, Surovaya K (2018). Measuring the effects of visual scan codes in advertising. International Journal of Internet Marketing and Advertising. 12(4). 358-373.en
dc.identifier.doihttps://doi.org/10.1504/IJIMA.2018.095379
dc.identifier.issn1477-5212
dc.identifier.issn1741-8100
dc.identifier.urihttp://hdl.handle.net/10092/17027
dc.languageEnglish
dc.language.isoen
dc.publisherInderscience Publishersen
dc.subjectVSCen
dc.subjectvisual scan codesen
dc.subjectQR codesen
dc.subjectShazamen
dc.subjectadvertisingen
dc.subjectvividnessen
dc.subjectinvolvementen
dc.subjectattitudesen
dc.subject.anzsrcFields of Research::35 - Commerce, management, tourism and services::3506 - Marketing::350604 - Marketing communicationsen
dc.titleMeasuring the effects of visual scan codes in advertisingen
dc.typeJournal Articleen
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