Online dating apps as a marketing channel
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10362/112881 |
Resumo: | 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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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:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:56:11Zoai:run.unl.pt:10362/112881Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:42:13.927152Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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