There is limited research specifically on mobile marketing inthe smartphone era, or on QR codes and their use. However, a body of more general research on mobile marketing and consumers’ responses has developed over the last decade, and thisoffers a number of useful insights. A significant proportion of thisresearch centres on the use of SMS or text messaging for marketingcommunication. There are also a few studies on permission basedmarketing, mobile content marketing, and QR codes.