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首页> 外文期刊>European journal of marketing >Effectiveness of pull-based print advertising with QR codes Role of consumer involvement and advertisement appeal
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Effectiveness of pull-based print advertising with QR codes Role of consumer involvement and advertisement appeal

机译：具有QR码的基于拉动式印刷广告的有效性消费者参与和广告吸引力的作用

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Purpose Despite quick response (QR) codes' prominence, little is known about their embedding in pull-based 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 product category involvement. Design/methodology/approach Data were derived from a German market research initiative with 326,212 consumer evaluations for 792 real print advertisements from 26 product categories. Multinomial logit models were used to investigate the effects of QR code presence on consumer reactions. Findings QR codes steer purchase intention in a low-involvement product category if used alongside an emotional appeal. Advertisements for high-involvement products benefit if QR codes are combined with an overall informational appeal. QR codes do not enhance the persuasive effects of advertisements' informational appeals in a low-involvement product category.Originality/value This study highlights the interplay of effects in print advertisements, which are typically considered push-based when they are combined with QR codes as pull-based communications in the digital marketing area.
机译：目的尽管快速响应（QR）代码非常重要，但对于将其嵌入基于拉的通信中知之甚少。这项研究旨在通过使用广告吸引力和产品类别参与的适度效果来衡量消费者决策制定的五个不同阶段中印刷广告中的QR码效果。设计/方法/方法数据来自德国市场研究计划，对来自26个产品类别的792个真实印刷广告进行了326,212个消费者评估。多项式logit模型用于研究QR码存在对消费者反应的影响。如果将QR码与情感诉求结合使用，则会将购买意图引导到低参与度的产品类别中。如果将QR码与整体信息吸引力相结合，则高投入产品的广告将受益。 QR码不会在低参与度产品类别中增强广告信息吸引力的说服效果。原创性/价值本研究着重于印刷广告中的效果相互作用，当将它们与QR码结合使用时，通常认为它们是基于推送的数字营销领域中基于拉式的通信。

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