The purpose of this research is to explore the role of Quick Response (QR) Code in modern events marketing and consumers’ attitudes and responses to this kind of event. The objective of this research is to discover answers of the following questions:
1. What role does QR code play in consumers’ life? What are consumer’s main attitudes towards it?
2. What are the drivers for consumers to participate in marketing events using QR code? What type of consumers would be more interesting in such events?
3. what are the perceived impacts of such event on consumers’ intention to purchase?