“…Among the multitude of mobile advertising tools, quick response (QR) codes are a prominent pull-based advertising approach that is considered highly influential in consumers’ buying decision making processes (Albastroiu and Felea, 2015), as consumers can proactively retrieve additional information (Chen and Hsieh, 2012). A QR code is a two-dimensional code that can be scanned by smartphones and enables the user to access a specific company web page (Bamoriya, 2014), receive an e-coupon (Bisel, 2011), connect with a social media page, download a mobile application, browse an e-commerce portal or download detailed product/event information (Jung et al , 2012). More importantly, the QR-code-based consumer engagement process is initiated by the user; consequently, it is deemed less intrusive and more engaging (Dou and Li, 2008).…”