Mafé, Carla Ruiz; Blas, Silvia Sanz; Tavera, Juan Fernando - In: Cuadernos de Gestión 10 (2010) 02, pp. 117-132
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...