Segmentation, involvement and the reach-engagementrelationship: evidence from a QR code advertising campaign

Research output: Contribution to journalArticlepeer-review

Abstract

Thispaperpresentsaprocedurethatpractitionersmustfollowbeforeassessingthereach-‐engagementrelationshipina“pull”campaign.Itissuggestedtocheckfortheindependencebetweenthisrelationshipandthatbetweensegmentationandproductinvolvement.Ifthetworelationshipsareindependent,thensegmentationbecomeslessrelevantwhenassessingthereach-‐engagementrelationship.Otherwise,anunobservablesegmentationvariablemustbeaccountedforinthereach-‐engagementrelationship.Theseaspectsofsegmentationarenevermentionedintheextantliterature,whichtreatssegmentationin“pull”campaignsthesamewayinwhichtargetingisdesignedin“push”campaigns.Thisarticlepresentsanassessmentofacross-‐mediacampaigninwhichaQuickResponse(QR)Codethatlinkstothebrand’swebsitehasacentralroleinthenarrativeofprintmediaadvertisements.Thecontextisvoidofviralcontentandwithoute-‐commercesales.EvidenceshowsthattheQRcodehasagreatpotentialityasacommunicationagenttoincreasethenotorietyofhigh-‐involvementdurables(apartments).
Original languageEnglish
Pages (from-to)30-41
Number of pages12
JournalINTERNATIONAL JOURNAL OF MOBILE MARKETING
Volume8
Publication statusPublished - 2013

Fingerprint Dive into the research topics of 'Segmentation, involvement and the reach-engagementrelationship: evidence from a QR code advertising campaign'. Together they form a unique fingerprint.

Cite this