Análisis de los factores determinantes del uso de mensajes SMS para participar en programas de televisión

  1. Ruiz Mafé, Carla 1
  2. Sanz Blas, Silvia 1
  3. Tavera, Juan Fernando 12
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

  2. 2 Universidad de Antioquia
    info

    Universidad de Antioquia

    Medellín, Colombia

    ROR https://ror.org/03bp5hc83

Revista:
Management Letters / Cuadernos de Gestión

ISSN: 1131-6837

Año de publicación: 2010

Volumen: 10

Número: 2

Páginas: 117-132

Tipo: Artículo

DOI: 10.5295/CDG.100157CR DIALNET GOOGLE SCHOLAR lock_openADDI editor

Otras publicaciones en: Management Letters / Cuadernos de Gestión

Resumen

El envío de mensajes cortos a programas, anuncios o concursos de televisión se ha convertido hoy en día en una fuente importante de ingresos tanto para los operadores de telefonía móvil como para las cadenas y productoras televisivas. El objetivo del presente trabajo es analizar cómo contribuye la actitud y la relación individuomedio en que el telespectador utilice este servicio de mensajería para participar en los programas televisivos. Los resultados ponen de relieve que tanto la compatibilidad del individuo con el servicio como el entretenimiento percibido al participar en este tipo de programas y la actitud hacia el uso son factores determinantes de la utilización del servicio.

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Fuente de los datos: Dialnet