Add to ORKGSMS sent in response to programmes, advertising and television competitions are currently an important source of income for mobile phone operators, television chains and producers. This present work aims to analyse the role of the attitude and individual-media variables which encourage televiewers to use this messaging service to participate in television programmes. The study was carried out on a sample of 205 SMS users. The results show that individual compatibility with the service, the perceived entertainment value of participating in this type of programme and attitude towards use are determinants of SMS use.Mobile; television; compatibility; enjoyment; attitude
Advertisement through SMS is a commonly used medium in the era of technology. Companies are utilizin...
Television is still a major player in big brand advertising. However, the emergence of new platforms...
JEL: M31 and L86While promising appealing benefits to consumers and increased revenues for stakehold...
[ES] El envío de mensajes cortos a programas, anuncios o concursos de televisión se ha convertido ho...
Attitudes to advertising are a key variable in the effectiveness of the advertising process. The pur...
Mobile communication systems are responsible for the significant changes that are taking place in cu...
[Resumen]: ; Introducción. Los cambios sufridos por los medios de comunicación tradicional, hace qu...
Se recogen datos referentes a la interacción entre aspectos intelectuales y emocionales de la audien...
The use of SMS as a feedback channel or return path (that is, a new communication channel) in broadc...
[Resumen]: La enorme difusión de las redes sociales y los dispositivos móviles ha dado pie a una tra...
Market response to mobile television usage is quite modest in most European countries. No single rea...
The use of the mobile phone is rapidly increasing among Spanish customers. According to recent forec...
Advertisement through SMS is a commonly used medium in the era of technology. Companies are utilizin...
Mobile Advertising, a wireless media, acts as an advertising tool for promoting goods and services. ...
The mobile telephone is a powerful communication tool, but still there are areas in which we need to...
Advertisement through SMS is a commonly used medium in the era of technology. Companies are utilizin...
Television is still a major player in big brand advertising. However, the emergence of new platforms...
JEL: M31 and L86While promising appealing benefits to consumers and increased revenues for stakehold...
[ES] El envío de mensajes cortos a programas, anuncios o concursos de televisión se ha convertido ho...
Attitudes to advertising are a key variable in the effectiveness of the advertising process. The pur...
Mobile communication systems are responsible for the significant changes that are taking place in cu...
[Resumen]: ; Introducción. Los cambios sufridos por los medios de comunicación tradicional, hace qu...
Se recogen datos referentes a la interacción entre aspectos intelectuales y emocionales de la audien...
The use of SMS as a feedback channel or return path (that is, a new communication channel) in broadc...
[Resumen]: La enorme difusión de las redes sociales y los dispositivos móviles ha dado pie a una tra...
Market response to mobile television usage is quite modest in most European countries. No single rea...
The use of the mobile phone is rapidly increasing among Spanish customers. According to recent forec...
Advertisement through SMS is a commonly used medium in the era of technology. Companies are utilizin...
Mobile Advertising, a wireless media, acts as an advertising tool for promoting goods and services. ...
The mobile telephone is a powerful communication tool, but still there are areas in which we need to...
Advertisement through SMS is a commonly used medium in the era of technology. Companies are utilizin...
Television is still a major player in big brand advertising. However, the emergence of new platforms...
JEL: M31 and L86While promising appealing benefits to consumers and increased revenues for stakehold...