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Published in: Marketing Review St. Gallen 5/2014

01-10-2014 | Schwerpunkt

QR-Codes — Marketing-Hype oder effektives Instrument?

Authors: Dipl. Kffr. Natalie Neumann, Dr. Silke Bartsch, Prof. Dr. Anton Meyer

Published in: Marketing Review St. Gallen | Issue 5/2014

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Auszug

Der Einsatz von QR-Codes zur Verknüpfung von realer und digitaler Welt ist bereits gängige Praxis. Auf Offline-Werbemitteln angebracht, verlinken QR-Codes zu digitalen Inhalten, die dem Nutzer in Form von zusätzlichen Produktinformationen oder emotionalisierenden Imagevideos einen kommunikativen Mehrwert offerieren. Ein Laborexperiment untersucht die Wirkung informationaler und emotionaler QR-Code-Inhalte. …

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Metadata
Title
QR-Codes — Marketing-Hype oder effektives Instrument?
Authors
Dipl. Kffr. Natalie Neumann
Dr. Silke Bartsch
Prof. Dr. Anton Meyer
Publication date
01-10-2014
Publisher
Springer Fachmedien Wiesbaden
Published in
Marketing Review St. Gallen / Issue 5/2014
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1365/s11621-014-0404-5

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