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The research examines the simultaneous processes of value co-creation and value co-destruction in the implementation of a mobile banking application in rural Colombia. Rural communities experience digital and financial deficits and often become the object of technology-based initiatives. In the town, vulnerable female heads of household received a government subsidy through a mobile app, becoming an experimental group for this government–private bank collaboration. In an effort to create the first cashless society in Colombia, the bank engaged the entire town and local government to create a service ecosystem, constituted by operant resources.

This study uses a qualitative, ethnographic approach to investigate the experiences of stakeholders in engaging with a mobile banking app. The empirical data is drawn from 34 interviews, representing different layers of this service ecosystem. The study identified and analysed actor engagement behaviours that occurred in the micro-, meso-, macro- and meta-layers of this ecosystem that shaped the perception and usage of mobile payments and digital money for rural consumers.

The study found that simultaneous manifestations of the co-creation and co-destruction of value present in different layers ultimately diminished the value proposition for this digital money system. We shed light on how actor engagement transitions across different layers of the ecosystem and that negative interactions in the meta-layer of the ecosystem can affect perceptions of value in the micro-layer.

This study has contributed to the service literature by integrating epistemological cultural theory into value co-creation and co-destruction construct. In doing so, we provide a broader context for understanding how actor engagement can negatively impact on the value creation process and offer a meaningful contribution to the development of midrange theory of the value creation process.

The purpose of this paper is to analyse key drivers of consumer acceptance of short messaging services (SMS) to participate in TV programmes.

The technology acceptance model (TAM) and the theory of planned behaviour (TPB) have been integrated for the determinants of the acceptance of mobile data services incorporating variables regarding consumer‐media interaction (perceived value and affinity). The model has been tested using structural equation modelling.

Perceived value, attitude 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.

This paper enables mobile companies and TV channels to know what aspects to improve in order to promote SMS‐based TV programmes. Marketers should highlight in their communication strategies user friendliness, usefulness and perceived value of mobile data services. In Colombia, programme stars and presenters should encourage the use of mobile services to interact with TV. Spanish companies should offer reliable and entertaining programme contents to improve consumers' affinity.

Although TAM and TPB have successfully explained behavioural intentions, previous research posits that they should be extended to properly explain mobile services acceptance. This paper combines the influence of perceived value, affinity and the TAM and TPB models to develop an improved model for SMS acceptance. The study also integrates variables for two communication media (TV and mobile) and compares SMS acceptance to participate in TV programmes in two markets with different culture and mobile services penetration rates.