Utilizing Self Perception Theory to Explain Social Media Behavior Relative to Print Advertisement 2-D Codes

Abstract

Marketers are using more traditional marketing channels to drive traffic to the social media platforms. Embedding two-dimensional (“2-D”) barcodes, also known as QR codes, in print advertising is one example. In an effort to provide marketers some guidance on how best to implement such a strategy, reported in this article is the study of the effects of this tactic on consumer response. We draw upon self-perception theory to derive three key insights: 1) the use of 2-D barcodes can elicit pro-brand behavior (snapping), and self-perception of this behavior can enhance attitudes; 2) conversely, a failure to engage in snapping behavior may actually undermine attitudes; 3) any boost in attitudes may be confined to light users of a brand, who do not have strongly established attitudes, and to situations where snapping behavior is perceived to be voluntary, such as when prizes or rewards are absent. Data from two experiments, utilizing two different product category contexts, support this theorizing.