TY - JOUR
T1 - Online dating apps as a marketing channel
T2 - a generational approach
AU - Rita, Paulo
AU - Ramos, Ricardo Filipe
AU - Moro, Sérgio
AU - Mealha, Marta
AU - Radu, Lucian
N1 - Rita, P., Ramos, R. F., Moro, S., Mealha, M., & Radu, L. (2020). Online dating apps as a marketing channel: a generational approach. European Journal of Management and Business Economics, 30(1), 1-17. https://doi.org/10.1108/EJMBE-10-2019-0192
PY - 2021/2/12
Y1 - 2021/2/12
N2 - Purpose: This study aims to understand if an online dating app is considered an acceptable channel to conduct advertising activities and understand the differences between Generations X, Y and Z for such acceptance. Design/methodology/approach: A total of 411 Tinder users’ reactions were obtained and analyzed using text mining to compute the sentiment score of each response, and a Kruskal–Wallis H test to verify if there are statistical differences between each generation. Findings: The results showed positive acceptability toward the marketing campaign on Tinder, especially Z Generation. Nevertheless, the statistical analysis revealed that the differences between each generation are not statistically significant. Research limitations/implications: The main limitation relates to the fact that the participants, during the data collection, revealed their identification, perhaps leading to acquiescence bias. In addition, the study mainly covered the male population. A balanced sample would be positive to examine any possible differences between gender. Practical implications: Results provide an essential indication for companies regarding their marketing activities conducted on Tinder to fully exploit the possibility of using Tinder as an alternative and valuable channel to conduct marketing activities. Originality/value: Up until now, no studies tried to understand the effect of a marketing activity online on an online dating app.
AB - Purpose: This study aims to understand if an online dating app is considered an acceptable channel to conduct advertising activities and understand the differences between Generations X, Y and Z for such acceptance. Design/methodology/approach: A total of 411 Tinder users’ reactions were obtained and analyzed using text mining to compute the sentiment score of each response, and a Kruskal–Wallis H test to verify if there are statistical differences between each generation. Findings: The results showed positive acceptability toward the marketing campaign on Tinder, especially Z Generation. Nevertheless, the statistical analysis revealed that the differences between each generation are not statistically significant. Research limitations/implications: The main limitation relates to the fact that the participants, during the data collection, revealed their identification, perhaps leading to acquiescence bias. In addition, the study mainly covered the male population. A balanced sample would be positive to examine any possible differences between gender. Practical implications: Results provide an essential indication for companies regarding their marketing activities conducted on Tinder to fully exploit the possibility of using Tinder as an alternative and valuable channel to conduct marketing activities. Originality/value: Up until now, no studies tried to understand the effect of a marketing activity online on an online dating app.
KW - Marketing communication channel
KW - Online dating apps
KW - Sentiment analysis
KW - Social media
KW - Text mining
KW - Tinder
UR - http://www.scopus.com/inward/record.url?scp=85092361297&partnerID=8YFLogxK
UR - https://www.webofscience.com/wos/woscc/full-record/WOS:000672536800001
U2 - 10.1108/EJMBE-10-2019-0192
DO - 10.1108/EJMBE-10-2019-0192
M3 - Article
AN - SCOPUS:85092361297
SN - 2444-8451
VL - 30
SP - 1
EP - 17
JO - European Journal of Management and Business Economics
JF - European Journal of Management and Business Economics
IS - 1
ER -