The outcomes revealed good acceptability toward the advertising campaign on Tinder, specially Z Generation.


This research aims to realize if your internet dating app is known as a reasonable channel to conduct marketing activities and comprehend the differences between Generations X, Y and Z for such acceptance. A complete of 411 Tinder users’ responses had been acquired and analyzed utilizing text mining to calculate the belief rating of each and every reaction, and a Kruskal Wallis H test to confirm if you can find analytical differences when considering each generation.


The outcome revealed good acceptability toward the strategy on Tinder, particularly Z Generation. Nonetheless, the statistical analysis unveiled that the distinctions between each generation aren’t statistically significant.

Analysis limitations/implications

The primary limitation applies to your undeniable fact that the individuals, through the information collection, unveiled their recognition, possibly leading to acquiescence bias. In addition, the analysis mainly covered the male populace. a sample that is balanced maintain positivity to look at any feasible differences when considering sex.

Practical implications

Results offer a crucial indicator for businesses regarding their advertising tasks carried out on Tinder to totally exploit the likelihood of utilizing Tinder as a substitute and valuable channel to conduct advertising tasks. Until recently, no studies attempted to comprehend the effectation of a marketing activity on the web on a internet dating app.


Posted in European Journal of Management and company Economics. Posted by Emerald Publishing Limited. This short article is posted beneath the innovative Commons Attribution (CC with 4.0) licence. Anybody may replicate, circulate, convert and produce derivative works of the article (both for commercial and non-commercial purposes), at the mercy of complete attribution to the first book and writers. The total regards to this licence might be observed at legalcode

1. Introduction

In some sort of driven by electronic word-of-mouth according to social media marketing (SM) platforms, marketers took it into an edge to procure relationships that are new brands, potential prospects and developing existing people (Litterio et al., 2017). About this less concrete and online advanced age, folks have changed their functions as customers, simply because they simply take an autonomous component in searching for details about products/services of the interest, to be able to obtain almost every thing with a straightforward “click” (Ramos et al., 2019). On a scale that is global you will find 2.25 billion users of SM daily (Statista, 2017). The typical adult (18+) invested about 2 h and 25 min on a daily basis in navigating on SM in 2017, with Generation Y using the most critical percentage of that day-to-day use, with around 3 h and 72 min (Statista, 2017). This change in individual behavior involves organizations to reconsider their advertising methods within the world that is digital by switching their check out relationship-based interactions using their marketplace, to boost advertising engagement (Stojanovic et al., 2018). Being outcome, marketers have changed their functions. In this paradigm, there are two main leading SM platforms marketers have a tendency to consider if they opt to spend money on electronic advertising: Facebook and Instagram (Voorveld et al., 2018).

However, the increasing wide range of media stations turned the media effectiveness challenging. Some time attention have actually converted into an assent that is rare users, together with quantity of alternate methods of interaction impact the number and style of interaction (Hartemo, 2016). Although marketing has an effect that is positive presence on brand name equity (Abril and Rodriguez-Cánovas, 2016), it offers become less efficient. In times of high amount, you can find way too many advertisements focused in a single channel claiming for the users’ attention, setting up jeopardy the consequences of memory, behaviors toward the advertisement, mindset, promoted product as well as the channel it self in which the interaction does occur (Rejón-Guardia and Martínez-López, 2014).