Understanding the receptivity of users towards a marketing campaign on Tinder

• Autor(a) principal: Mealha, Marta Casaca
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/18356
• topic: Social media marketing; User feedback; Tinder; Marketing digital; Rede social; Publicidade; Estratégias de marketing; Text mining; Satisfação do consumidor

In a world driven by Social Media, marketers have shifted their focus to digital marketing. Consequently, the exhaustive amount of advertising on the most successful Social Media networks has been caused fatigue to its users, and therefore, the need to create unique advertising has been a major key success factor when it comes to marketing planning. In this study, the Social Media app Tinder, holding around 300 million of users worldwide, was tested as a possible marketing tool for digital advertising – to avoid the mass advertising present on the most popular social networks. This study aims to analyze Tinder users’ responsiveness towards a marketing campaign promoting a Portuguese clothing website. A total of 411 users’ reactions were obtained and put under text mining analysis to calculate each reaction on a sentiment scale. The results showed a large acceptability towards the clothing website marketing campaign on the app, an encouragement to marketers to think ahead of the most obvious Social Media platforms when it comes to marketing strategies.