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The Role of Parasocial Interaction and Teleparticipation on Teleshopping Behaviour

  • Rafael Currás-Pérez
  • María José Miquel-Romero
  • Carla Ruiz-Mafé
  • Silvia Sanz-Blas

Abstract

Nowadays, television media has evolved into an important channel of direct selling that brands and advertisers are exploiting. Many technological changes (e.g., digital television appearance or the integration of Internet in the TV medium and mobile technology) have increasingly led to consumers see television as a channel for purchasing products and services and as a source of information (Beyer et al., 2007). However, researchers have put little interest on teleshopping, one of the consumer behaviour phenomena.

Keywords

Television Character Electronic Medium Mass Communication Soap Opera Medium Psychology 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Rafael Currás-Pérez
    • 1
  • María José Miquel-Romero
    • 1
  • Carla Ruiz-Mafé
    • 1
  • Silvia Sanz-Blas
    • 1
  1. 1.University of ValenciaSpain

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