Utilize este identificador para referenciar este registo: http://hdl.handle.net/10071/20558
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dc.contributor.authorRita, P.-
dc.contributor.authorRamos, R.-
dc.contributor.authorMoro, S.-
dc.contributor.authorMealha, M.-
dc.contributor.authorRadu, L.-
dc.date.accessioned2020-07-06T11:05:33Z-
dc.date.available2020-07-06T11:05:33Z-
dc.date.issued2021-
dc.identifier.issn2444-8451-
dc.identifier.urihttp://hdl.handle.net/10071/20558-
dc.description.abstractPurpose 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.eng
dc.language.isoeng-
dc.publisherAcademia Europea de Dirección y Economía de la Empresa-
dc.rightsopenAccess-
dc.subjectSocial mediaeng
dc.subjectMarketing communication channeleng
dc.subjectOnline dating appseng
dc.subjectTindereng
dc.subjectText miningeng
dc.subjectSentiment analysiseng
dc.titleOnline dating apps as a marketing channel: a generational approacheng
dc.typearticle-
dc.peerreviewedyes-
dc.journalEuropean Journal of Management and Business Economics-
dc.volume30-
dc.number1-
degois.publication.issue1-
degois.publication.titleOnline dating apps as a marketing channel: a generational approacheng
dc.date.updated2021-02-19T16:16:02Z-
dc.description.versioninfo:eu-repo/semantics/publishedVersion-
dc.identifier.doi10.1108/EJMBE-10-2019-0192-
dc.subject.fosDomínio/Área Científica::Ciências Naturais::Ciências da Computação e da Informaçãopor
dc.subject.fosDomínio/Área Científica::Ciências Sociais::Economia e Gestãopor
iscte.subject.odsIndústria, inovação e infraestruturaspor
iscte.identifier.cienciahttps://ciencia.iscte-iul.pt/id/ci-pub-72673-
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