Online dating sites apps as a marketing channel: a generational strategy
Abstract
Objective
This study will understand if an internet matchmaking software is an acceptable station to perform marketing and advertising strategies and understand the differences when considering years X, Y and Z for such acceptance.
Design/methodology/approach
A total of 411 Tinder consumers’ reactions had been received and reviewed using book exploration to calculate the sentiment score of each responses, and a Kruskal–Wallis H examination to confirm if you’ll find analytical differences between each generation.
Findings
The results showed positive acceptability toward the marketing campaign on Tinder, specially Z Generation. Nonetheless, the analytical evaluation shared your differences when considering each generation commonly mathematically significant.
Investigation limitations/implications
An important restriction relates to the reality that the participants, during data collection, disclosed their own detection, maybe causing acquiescence opinion. Additionally, the research mainly sealed a man population. A healthy sample would be good to examine any potential differences when considering sex.
Functional effects
Success render an essential indicator for companies regarding her advertising recreation carried out on Tinder to fully make use of the possibility of utilizing Tinder instead and important route to carry out advertising and marketing activities. (더 보기…)