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QR Code and the Wine Sector: What Contents? An Exploratory Research Study on the Wine Industry

机译：QR码和葡萄酒部门：什么内容？葡萄酒产业探索性研究

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This paper presents an explorative analysis of the contents shared through QR codes as a tool of proximity marketing. The aim of the research is to identify the most common links shared through the QR code technology, in order to investigate the use of this tool from a marketing point of view. Moreover, the research explores the main aspects of the communications related to the contents shared through QR codes. Specifically, the authors focus on hedonic aspects and functional ones. Finally, the research aims at identifying preliminary best practices in the use of QR code technology. Due to the widespread use of this tool in the sector, the research focuses on the wine industry, as one of the most involved with QR code practices. The study adopts a qualitative approach based on a content analysis of 91 wine labels. Considering the importance of this integrated communication, the purpose of this explorative analysis is to deduce implications that enable managers to master the use of this tool, exploiting all its potential.
机译：本文介绍了通过QR代码共享的内容的探索性分析，作为邻近营销的工具。该研究的目的是识别通过QR码技术共享的最常见的链接，以便调查该工具从营销的角度来看。此外，该研究探讨了与通过QR码共享的内容相关的通信的主要方面。具体而言，作者将重点关注诸文方面和功能性的。最后，该研究旨在识别使用QR码技术的初步准备实践。由于该工具在该部门广泛使用，研究重点是葡萄酒行业，作为QR码实践中最多的葡萄酒行业之一。该研究采用了基于91个葡萄酒标签的内容分析的定性方法。考虑到这一综合沟通的重要性，这一探索性分析的目的是推断使管理者能够掌握这种工具，利用其所有潜力的影响。

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