To browse Academia. PurposeThis 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. FindingsThe 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. In addition, the study mainly covered the male population. A balanced sample would be pos Online dating applications have revolutionized the way humans connect with each other. Online dating services market was valued at 6 million dollars in and is projected to reach 9 million dollars by Thomas When this study was conducted for this phenomenon, results show some interesting findings, e.
More specifically, this thesis investigates the type of subscription that generations prefer and whether it influences perceptions of online dating and usage of the applications.
The methods used in this thesis involve conducting interviews to build a thematic framework and later on a survey analysis on respondents, thus using a quantitative and qualitative approach to gather data.
Some of the key findings of this research revealed that dating applications are no longer associated with finding love only, but carry the purpose to enlarge the circle of friends and be more socially appreciated by the today's society standards. Moreover, dating applications are used as a coping method to deal with loneliness and give the users of dating applications a place to forget their problems in real life. The aim of this thesis is to explore the different behaviors and attitudes on online dating applications from multi-generations perspectives.
