Purpose

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.

中文翻译：

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在线约会应用程序作为营销渠道：世代相传的方法

目的

这项研究旨在了解在线约会应用程序是否被视为进行广告活动的可接受渠道，并了解X，Y和Z代之间的差异。

设计/方法/方法

总共获得了411个Tinder用户的反应，并使用文本挖掘进行了分析，以计算每个响应的情感评分，并使用Kruskal–Wallis H检验来验证每一代之间是否存在统计差异。

发现

结果显示，对于Tinder（尤其是Z Generation）的市场营销活动具有积极的接受性。尽管如此，统计分析显示，每一代之间的差异在统计上并不显着。

研究局限/意义

主要限制与以下事实有关：参与者在数据收集过程中透露了自己的身份，这可能导致默认偏差。此外，该研究主要针对男性人群。均衡的样本对于检查性别之间可能存在的差异将是积极的。

实际影响

结果为公司在Tinder上开展的营销活动提供了重要的指示，以充分利用Tinder作为替代和有价值的渠道进行营销活动的可能性。

创意/价值

到目前为止，还没有研究试图了解在线约会应用上的在线营销活动的影响。