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Keywords: Colombia
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Journal Articles
Journal:
Journal of Service Management
Journal of Service Management (2010) 21 (1): 69–102.
Published: 16 March 2010
... and affinity towards television (TV) programmes determine SMS acceptance to participate in TV programmes in Spain. In contrast, subjective norm, perceived value and attitude are the key drivers of SMS acceptance in Colombia. Practical implications This paper enables mobile companies and TV channels to know...
