Online Dating Apps As a Marketing Channel
Quarto trim size: 174mm x 240mm The current issue and full text archive of this journal is available on Emerald Insight at: https://www.emerald.com/insight/2444-8494.htm Online dating Online dating apps as a marketing apps as a channel: a generational approach marketing channel Paulo Rita NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Portugal 1 Ricardo Filipe Ramos Received 24 October 2019 Instituto Universitario de Lisboa (ISCTE-IUL), ISTAR-IUL, Lisboa, Portugal and Revised 8 April 2020 13 May 2020 CICEE, Universidade Autonoma de Lisboa, Lisboa, Portugal 18 May 2020 Sergio Moro Accepted 19 May 2020 Instituto Universitario de Lisboa (ISCTE-IUL), ISTAR-IUL, Lisboa, Portugal, and Marta Mealha and Lucian Radu Departamento de Ci^encias e Tecnologias da Universidade Autonoma de Lisboa, Universidade Autonoma de Lisboa, Lisboa, Portugal Abstract 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.
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