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Autor
Szyjewski Grzegorz (University of Szczecin, Poland), Fabisiak Luiza (West Pomeranian University of Technology, Poland)
Tytuł
Justificatton of Using Two Dimension Graphic Codes (Qr) in Marketirng Activities
Źródło
Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 2017, vol. 16, s. 291-304, rys., bibliogr. 16 poz.
Słowa kluczowe
Drzewo decyzyjne, Badania ankietowe, Optymalizacja wielokryterialna, Kod QR
Decision tree, Questionnaire survey, Multiple criteria optimization, QR Code
Uwagi
summ.
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 decision-making, depending on the achieved situation. (original abstract)
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Bibliografia
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ISSN
2543-540X
Język
eng
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