QR code advertising: a cross-country comparison of Turkish and German consumers

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dc.contributor.authorBayrak Meydanoğlu, Ela Sibel
dc.contributor.authorÇilingirtürk, Ahmet Mete
dc.contributor.authorBöhm, Stephan
dc.contributor.authorKlein, Müge
dc.date.accessioned2024-06-26T11:02:47Z
dc.date.available2024-06-26T11:02:47Z
dc.date.issued2018
dc.departmentTAÜ, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümüen_US
dc.description.abstractAmong various mobile-based communication technologies, QR codes have recently gained a great popularity in mobile advertising. These codes are used by marketers for advertising in various ways such as in print media, in outdoor advertising, or even on the product packages so that consumers could get relevant information at instance. In the current literature perceived usefulness, behavioural intention, previous experience, knowledge and environmental constraints have been identified as the factors that lead consumers to scan QR code ads. The aim of this study was to investigate the factors and their extent in influencing the QR code ad scanning behaviour of Turkish and German consumers. The results demonstrate that perceived usefulness and previous experience affect the scanning behaviour of both the groups, whereas knowledge about scanning and environmental constraints affects only the scanning behaviour of Turkish consumers. Contrary to our expectations, behavioural intention does not influence the behaviour of either Turkish or German consumers.
dc.identifier.citationBayrak Meydanoğlu, E.S., Çilingirtürk, A.M., Böhm, S. and Klein, M. (2018). QR code advertising: a cross-country comparison of Turkish and German consumers. International Journal of Internet Marketing and Advertising, 12 (1), 40–68.
dc.identifier.endpage68en_US
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-85076799162
dc.identifier.startpage40en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12846/1316
dc.identifier.volume12en_US
dc.indekslendigikaynakScopus
dc.language.isoen
dc.relation.ispartofInternational Journal of Internet Marketing and Advertising
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Başka Kurum Yazarı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectAdvertisingen_US
dc.subjectIBMen_US
dc.subjectIntegrated behavioural modelen_US
dc.subjectQR codeen_US
dc.subjectTurkish consumersen_US
dc.subjectGerman consumersen_US
dc.titleQR code advertising: a cross-country comparison of Turkish and German consumers
dc.typeArticle

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