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Published in:
2011 | OriginalPaper | Chapter
The Role of Parasocial Interaction and Teleparticipation on Teleshopping Behaviour
Authors : Rafael Currás-Pérez, María José Miquel-Romero, Carla Ruiz-Mafé, Silvia Sanz-Blas
Published in: Advances in Advertising Research (Vol. 2)
Publisher: Gabler
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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.