Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/20558
Autoria: Rita, P.
Ramos, R.
Moro, S.
Mealha, M.
Radu, L.
Data: 2021
Título próprio: Online dating apps as a marketing channel: a generational approach
Volume: 30
Número: 1
ISSN: 2444-8451
DOI (Digital Object Identifier): 10.1108/EJMBE-10-2019-0192
Palavras-chave: Social media
Marketing communication channel
Online dating apps
Tinder
Text mining
Sentiment analysis
Resumo: 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.
Arbitragem científica: yes
Acesso: Acesso Aberto
Aparece nas coleções:ISTAR-RI - Artigos em revistas científicas internacionais com arbitragem científica

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