QR Codes and Mobile Marketing: Advertising Strategies and Consumer Intentions in Developing Economies

Abstract

Mobile Marketing is a form of marketing which enables planners to communicate and persuade consumers through any mobile device or network. In developed economies, QR Code-supported advertising campaigns were started not long ago however fast-paced developing economies are catching up with the momentum. Many types of research had mixed results about the process of proliferation of QR Codes however in developing economies, organizations are completely ignoring cultural and societal effects on the popularity and accessibility of QR Codes being used on different mobile devices. The purpose of this study is to investigate the accessibility and intentions of QR Codes used in any advertising campaign in relation to trust and cultural environment. It is hypothesized that QR Codes might not be as successful as it was in developed countries due to new media literacy and social acceptance of such a technology. This research will provide a guideline for marketers to distinguish the grey line of using QR Codes with respect to a particular product rather than just following a bandwagon of developing economies. The data will be collected through a survey of 975 respondents from Turkey, China, and Pakistan. Knowledge Attitude and Behavior of consumers towards scanning QR Codes will be tested in association with their cultural and environmental settings.