Analysis of key factors influencing SMS usage to participate in television programmes

Abstract

SMS 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.

Keywords

• Mobile
• television
• compatibility
• enjoyment
• attitude