Effectiveness of pull-based print advertising with QR codes Role of consumer involvement and advertisement appeal
Yes === Despite quick response (QR) codes’ prominence, little is known about their embedding in pullbased communications. This study aims to measure QR code effects in print advertising along five different stages of consumer decision making, using advertisement appeals with moderating effects of pr...
| Main Authors: | , , |
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| Language: | en |
| Published: |
2020
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10454/17841 |