Justificatton of Using Two Dimension Graphic Codes (Qr) in Marketirng Activities
Ładowanie...
Data
2017
Autorzy
Tytuł czasopisma
ISSN czasopisma
Tytuł tomu
Wydawca
Wyższa Szkoła Biznesu - National Louis University in Nowy Sącz and Foundation for the Dissemination of Knowledge and Science “Cognitione”
Abstrakt
Modern models of marketing are used as methods of promotion, brand image
building and sales support in organizations. All those activities are preceded
with mainly ICT tools use. Modern models of marketing can help by using
multimedia communication with interactivity, launched by two-dimensional
graphic code. Two-dimensional QR codes create the connection between
analog and digital marketing tools. The code saved and made available to
the consumer in its printed form can be used as a gateway through which
(often unaware) the customer becomes introduced to the world of electronic
marketing. The potential of such promotion is enormous, and it is observable
in the current marketing trends. However, it is worth considering whether the
potential customers’ society is prepared to use that technology. The problem
is that there is a risk that the code’s interactive post will never reach the
recipient. The question which arises is about the effectiveness of the form’s
message, in practical use.
In order to verify the problem of the legitimacy of QR codes use, the source
data was collected from the answers given to the question how well QR codes
are recognized as a way of communication. The practical ability to use this
channel of communication was also explored. The data was gathered from the
electronic questionnaire, which was conducted among people between the age
of 19-23. The decision model used in the work presents sequential decisionmaking, depending on the achieved situation.
Opis
Słowa kluczowe
QR codes, marketing tools, decision tree, Internet survey, multicriteria optimization
Cytowanie
Business and non-profit organizations facing increased competition and growing customers' demands : volume 16 : proceedings of the 16th Conference: Tomaszowice, Poland, 19-20 June 2017. Ed. by A. Nalepka, A. Ujwary-Gil. Nowy Sącz : WSB-NLU ; Nowy Targ : Foundation for the Dissemination of Knowledge and Science “Cognitione”, 2017. S. 291-304