Thirteenth Global Studies Conference

Abstract

Mobile marketing is a form of marketing which enables planners to communicate and persuade consumers through mobile devices or networks. In developed economies, QR Code supported advertising campaigns that 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. 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 with 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 was collected through a survey of 975 respondents from Turkey, China, and Pakistan. Knowledge, attitude and behavior of consumers towards scanning of QR Codes is tested in association with their cultural environmental settings.