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Online dating sites software as an advertising station: a generational method

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Online dating sites software as an advertising station: a generational method

Abstract

Factor

This research will see if an online relationships application is an appropriate route to run marketing and advertising tasks and see the differences between Generations X, Y and Z for such acceptance.

Design/methodology/approach

A maximum of 411 Tinder users’ reactions had been received and examined utilizing text mining to compute the sentiment get of every feedback, and a Kruskal–Wallis H test to confirm if discover statistical differences between each generation.

Conclusions

The outcomes demonstrated good acceptability toward the marketing campaign on Tinder, specifically Z Generation. However, the mathematical testing revealed that the differences between each generation aren’t mathematically considerable.

Investigation limitations/implications

The key limitation relates to the fact that the participants, during the facts range, expose their particular identification, perhaps ultimately causing acquiescence prejudice. And also, the analysis generally secure a man populace. A balanced test will be good to examine any potential differences between gender.

Functional effects

Information provide a crucial sign for agencies with regards to their own advertising recreation performed on Tinder to totally take advantage of the possibility of making use of Tinder instead and useful route to conduct advertising recreation.

Originality/value

Until recently, no scientific studies tried to understand the effectation of a marketing activity using the internet on an on-line dating app.

Keywords

Permit

Although multiple marketing and advertising strategies have-been executed on dating software, academia has not yet developed attempts to know the receptivity of a dating application as an advertising tool. Thus, the reason for this examination would be to explore the desire to get intrusive marketing communications through a dating software, assuming you’ll find mathematical differences between years because of its acceptance.

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