Online dating apps as a marketing channel

Bibliographic Details
Main Author: Rita, Paulo
Publication Date: 2021
Other Authors: Ramos, Ricardo Filipe, Moro, Sérgio, Mealha, Marta, Radu, Lucian
Format: Article
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/112881
Summary: 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
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spelling Online dating apps as a marketing channela generational approachMarketing communication channelOnline dating appsSentiment analysisSocial mediaText miningTinderBusiness and International ManagementFinanceTourism, Leisure and Hospitality ManagementStrategy and ManagementOrganizational Behavior and Human Resource ManagementMarketingRita, 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-10-2019-0192Purpose: 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.Information Management Research Center (MagIC) - NOVA Information Management SchoolNOVA Information Management School (NOVA IMS)RUNRita, PauloRamos, Ricardo FilipeMoro, SérgioMealha, MartaRadu, Lucian2021-03-01T23:59:11Z2021-02-122021-02-12T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article17application/pdfhttp://hdl.handle.net/10362/112881eng2444-8451PURE: 28361381https://doi.org/10.1108/EJMBE-10-2019-0192info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-05-22T17:50:52Zoai:run.unl.pt:10362/112881Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T17:22:14.446763Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Online dating apps as a marketing channel
a generational approach
title Online dating apps as a marketing channel
spellingShingle Online dating apps as a marketing channel
Rita, Paulo
Marketing communication channel
Online dating apps
Sentiment analysis
Social media
Text mining
Tinder
Business and International Management
Finance
Tourism, Leisure and Hospitality Management
Strategy and Management
Organizational Behavior and Human Resource Management
Marketing
title_short Online dating apps as a marketing channel
title_full Online dating apps as a marketing channel
title_fullStr Online dating apps as a marketing channel
title_full_unstemmed Online dating apps as a marketing channel
title_sort Online dating apps as a marketing channel
author Rita, Paulo
author_facet Rita, Paulo
Ramos, Ricardo Filipe
Moro, Sérgio
Mealha, Marta
Radu, Lucian
author_role author
author2 Ramos, Ricardo Filipe
Moro, Sérgio
Mealha, Marta
Radu, Lucian
author2_role author
author
author
author
dc.contributor.none.fl_str_mv Information Management Research Center (MagIC) - NOVA Information Management School
NOVA Information Management School (NOVA IMS)
RUN
dc.contributor.author.fl_str_mv Rita, Paulo
Ramos, Ricardo Filipe
Moro, Sérgio
Mealha, Marta
Radu, Lucian
dc.subject.por.fl_str_mv Marketing communication channel
Online dating apps
Sentiment analysis
Social media
Text mining
Tinder
Business and International Management
Finance
Tourism, Leisure and Hospitality Management
Strategy and Management
Organizational Behavior and Human Resource Management
Marketing
topic Marketing communication channel
Online dating apps
Sentiment analysis
Social media
Text mining
Tinder
Business and International Management
Finance
Tourism, Leisure and Hospitality Management
Strategy and Management
Organizational Behavior and Human Resource Management
Marketing
description 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
publishDate 2021
dc.date.none.fl_str_mv 2021-03-01T23:59:11Z
2021-02-12
2021-02-12T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/112881
url http://hdl.handle.net/10362/112881
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 2444-8451
PURE: 28361381
https://doi.org/10.1108/EJMBE-10-2019-0192
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 17
application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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