QR Code adoption and mobile marketing practices in Portugal: An empirical study

José Freitas Santos

Abstract


The Quick Response (QR) code is seen as an emerging mobile technology that could have a high impact on the mobile marketing practices, including shopping, advertising, sales promotion, direct marketing and customer relationship management.

This study investigates the intention to adopt the QR Code and its influence on digital marketing. To achieve this purpose an email survey was carried out among a sample of 116 graduate Portuguese students. The results indicate that consumers broadly know the new technology that was mainly used by them to access websites and other information online and less for shopping. Another conclusion is that the Portuguese consumer has been developed a positive attitude regarding the use of the QR Code as most of the respondents are interested in trying this new tool in the future. Besides, many respondents reveal an intention to apply the code in different circumstances as it is perceived as simple to use and useful, although for financial constraints many respondents do not have a mobile device or an application (app) to read the code.


Keywords


QR Code; Digital Marketing; Mobile Marketing; Uses and Motivations

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Copyright (c)



International Journal of Marketing, Communication and New Media

ISSN: 2182-9306

DOI: 10.54663/2182-9306

Qualis Periódicos - CAPES: B2

REBIB: Q2


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