Author :
Abstract
Bu çalışmada Dünya’da ve Türkiye’de QR Kod kullanımı araştırılarak, entegre pazarlama kampanyalarında QR kod kullanımı ve bu yöntemin marka imajı ile satış sonuçlarına katkıları irdelenmiştir. Ardından genel hatlarıyla mobil pazarlama, mobil pazarlama araçları ve entegre mobil pazarlama kampanya planlaması ve uygulamalarına yer verilmiştir. Çalışmanın amacı QR Kodların ne olduğunu, nasıl geliştiklerini, nasıl çalıştıklarını, pazarlamaya nasıl konu olduğunu açıklamak ve QR kod kullanımını etkileyen faktörlerle birlikte, mobil pazarlamada kullanılan uygulamaların, pazarlama ve satış performansına etkilerini ortaya koymaktır. Kalitatif araştırma teknikleri kullanılarak gerçekleştirilen odak grup çalışmasından edinilen bilgiler düzenlenerek yorumlanmıştır.
Keywords
Abstract
This study investigated the use of QR codes in the world and Turkey, QR code marketing campaign in the integrated use of these methods and their contribution to the brand image and sales results have been analyzed. Subsequently, mobile marketing, mobile marketing tools and integrated mobile marketing campaign planning and applications were introduced .The purpose of the work is to explain what QR Codes are, how they evolve, how they work, how they are marketed, and how they affect the marketing and sales performance of applications used in mobile marketing, along with factors affecting QR code usage. The information gathered from the focus group work conducted using qualitative research techniques was edited and interpreted.
Keywords
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