· It probably shouldn’t be surprising that in a culture of consumerism the very concept has encroached even on how we date. But yet, as we sat down to write this article, we Delving deeper into dating site conversation, we found that those discussing them online were: More likely to be female than male; Tended to be interested in music (16%), family and · Most dating sites see their greatest spike in traffic and activity between December 26th and Valentine’s Day. That’s not surprising because many people make a Get started AdFind Your Special Someone Online. Choose the Right Dating Site & Start Now!Dating Sites Comparison · Start Dating Online! · Top Local Dating SitesTypes: All Ages Dating Sites, Senior Dating Sites, Gay Dating Sites ... read more
Consumer Behavior on a Website or App: More Important Than Your Happily Ever After. If you listen to the advertisements written by most dating apps and websites, you will think that their primary objective is to find you the love of your life.
And, in truth, by now likely all of us know somebody who has found their forever partner on a dating website or app. After all, while success stories are important, so are the same metrics that drive any online destination or mobile app.
How many times are you returning to the site? How long do you stay on the site? How many months do you pay your membership fee? How many ads are you exposed to? While the product team at any online dating destination cares about your compatibility and chances of finding your soul mate, the marketing team is working hard to make sure that you also apply basic consumer browsing and shopping habits to your experience. Is it less icky than buying a wife?
Absolutely and obviously yes. Speed and Convenience: Your Choosing a Dating Product Rather Than a Path to Success. Dating apps and websites are all competing with each other.
And people are busy. While a small subset of the business is devoted to the idea of a longer matchmaking process, the current trend in dating apps is to be faster, more convenient and more data driven so that you have to do less work. Increasingly, these decisions are about quantity and convenience rather than quality.
And that perfectly mimics the current consumer behavior trend as well. Obviously looks and appearance have always mattered in dating and matchmaking. But the advent of dating websites and apps have made positioning yourself to find the perfect partner even more about marketing yourself. You need a great headline, catchy text and then the ability to sell yourself via email or chat to a potential date.
Does this sound like consumer marketing techniques applied to dating? In an ideal world, online dating and apps would expand this demographic presence by allowing people to be exposed to more demographics and seeing their profiles, thoughts and shared interests.
In reality, the mass amount of data available to sort by via online dating is leading to even more narrowly defined demographics. A person can simultaneously limit searches by age, skin color, weight and educational status. Marketers have always used this kind of narrow big data to target a specific demographic population. For an exhaustive analysis, a sentiment scale was created using SentiWordNet Ahmed and Danti, Table 4.
A descriptive analysis of the overall results is presented in Table 5. On the negative side, These results indicate that Tinder users have a generally positive attitude toward advertising through this platform and less irritated when approached. It is significant to reference the variance between both positive and negative means: the mean of positive value corresponds to a regular positive in the sentiment scale, while the mean of negative values fits on the fragile negative scale.
The absolute mean shows a general fragile positive reaction toward the possibility of users to receive marketing information through Tinder, confirming the results obtained in Table 3. The relevance of these results is the recognition of Tinder as a potential marketing channel, ready to be explored.
Companies need to understand the potential of a channel before invest in it with marketing campaigns Verbraken et al. Neutral sentiments toward the campaign values equal to zero on the scale were 5. The percentage of positive reactions and negative reactions were of Results were transformed into a scatter plot for a visual interpretation and analysis of the dispersion of the results. Many Tinder users are receptive while coming across a marketing campaign, widening the range of opportunities that can be taken when creating advertising.
For a detailed examination of the results, data were segmented by generation Table 6. The only generation that revealed a solid negative result was Generation Y 1.
Generation Z 4. In the fragile negative sentiment scale, Generation Y declared the highest results Users with the best results within the fragile positive sentiment scale were those from Generation X Among all generations, Generation Z revealed to be one with the highest acceptability to receive marketing information through Tinder By observing general results, the age gap with the most favorable results were those from Generation Z On the other hand, Generation Y, revealed more resistance to receive marketing communications through Tinder Negative results will reveal negative emotions, such as irritation and annoyance Varnali, To understand if the reaction toward the marketing campaign on each generation is different, parametric and nonparametric analyses were undertaken, considering the descriptive statistics of sentiment scores grouped by generation Table 7.
Kruskal—Wallis test showed that generation does not significantly affect the sentiment of Tinder users. Nevertheless, the descriptive statistics revealed that the generation with more willingness to receive marketing campaigns on Tinder could be Generation Z. Every age group has a positive mean, although the results are considered fragile positive.
Generation Z 0. On the other hand, Generations Y and Z showed less propensity 0. In general, results showed that online dating apps users have positive feelings toward the marketing campaign, revealing to be an acceptable channel to conduct intrusive marketing activities. First, not only the percentage of positive reactions was of Generation Z were the ones who revealed more receptivity toward the campaign, highlighting that this is the generation that shows a propensity to engage with an online dating app campaign.
Companies with an audience according to these criteria should bet in an online dating app to conduct marketing campaigns. For academia, this research contributes to the literature by revealing the acceptance of an online dating app as a marketing channel and particularly those who are more receptive to a marketing campaign on this type of SM platform. From a managerial standpoint, companies can benefit from the exposure obtained by the number of active users present on Tinder and its possible segmentations.
Firms can engage with Tinder users, as they are open to communicate with everyone and seek. The present research contains various limitations that can be imperative for future research, as well as for a deeper understanding of this study. A limitation is the fact that the participants, during the data collection, revealed their identification, perhaps leading to acquiescence bias.
This usually happens when the respondents tend to agree to agree-disagree questions Kam and Zhou, For future research, it would be relevant to collect data from users that do not reveal their name or face, to prevent bias. The difference between the number of answers of both genders must do with the different behaviors they pursue while navigating on dating applications.
Nevertheless, for future research, a more balanced sample in terms of gender would be positive to examine any possible differences of emotions toward the campaign. A balanced generation sample would be relevant since the Generation Z and Generation X were smaller compared to Generation Y.
Another limitation is the generalization of the obtained results since the marketing campaign was applied only for the clothing business. However, these possible limitations do not inflict the results of the present study regarding the potential found on Tinder for future successful marketing campaigns. It would be interesting to apply a similar marketing campaign to not only fashion related but also to other areas of business such as cosmetics.
Hence, the acceptance toward the marketing campaign on the dating app might be affected by different cultural perspectives, revealing the pertinence to be validated in a future study. Abril , C. and Rodriguez-Cánovas , B. Ahmed , S. and Danti , A. and Mohapatra , D. Eds , Computational Intelligence in Data MiningVolume 1 , Springer India , New Delhi , pp. Alalwan , A. and Algharabat , R.
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If taken seriously, few activities may fill your life with such highs, and such lows, as dating. Now that it's possible to frenetically juggle prospects on multiple sites and apps and then bounce from bar to bed with them, the roller coaster can get very extreme indeed. It's an astounding shift from a century ago, when an unchaperoned "date" was avant-garde, even suspicious to the authorities, writes Moira Weigel in Labor of Love: The Invention of Dating , an extraordinary book published in Women invited by men to drink in bars were seen as loose and uncouth.
And yet dating is still treacherous: We may find a partner, but we may be ghosted or exploited, or worse or become too jaded to keep searching for meaningful connection. Companies like IAC — which owns Match, OKCupid, and Tinder , along with 42 other "dating products" — have perfected the art of profiting off our hunger for love, sex, and companionship. But dating has always been a lucrative market for the cosmetics, fashion, and entertainment industries, among others.
Perhaps what we least appreciate is that dating has always been hard work, akin to "an unpaid internship for love," writes Weigel. When we date, we toil as actors in a drama written by society and the lovers who came before us, she observes.
And part of what makes it so bewildering is that the script and the roles we play are constantly changing. In , I called up Weigel, who got a PhD from Yale and is now a fellow at Harvard, to discuss her masterful tapestry of feminism, pop culture, sociology, history, and economics.
Our conversation has been edited for brevity and clarity. What you point out is how, even from the early days of dating in the early 20th century, we've talked about it as a form of shopping -- and as a game. Does treating a romantic prospect like a transaction or a game take a psychological toll? I think so. Because emotional connection is supposed to be the point of dating. A related point you make is how participating in digital dating culture today is dependent upon having money.
The people who are seemingly just browsing — the people I think of as recreational daters — are the unattached urban elite. Of course, not all of them are just playing.
So modern people who have significant financial burdens are probably not dating and may also not be able to plan for partnership. My book is mostly about college-educated people in cities.
The history of dating in America, as you tell it, starts when the first generation of women leave the confines of the home to work in cities at the beginning of the 20th century. Suddenly men and women have this opportunity to meet and mingle unsupervised by their families.
You call that the shopgirl era — because many of the first women daters were salesgirls in department stores. And you describe all these other generations of daters that follow them: the college men and coeds an early generation of lustful frat boys and sorority girls in the s and s , the Steadies s daters who started "going steady" and invented the breakup , the Yuppies s daters who helped create dating niches.
The s flapper and shopgirl era was a lot of fun. On a very personal note, my grandfather was really sick and in hospice while I was finishing the book. And he was reminiscing about all the big dances and their ebullient energy and joyriding in the s. I feel like that era was fun — with the serious proviso that if you were queer, not white, not middle class, it was not fun. This is your first book, and it got a lot of attention in the New Yorker , the Atlantic , and the New York Times.
Seems like we may be ready for some deep reflection on dating culture. I tend to think that that is about … the new social movement, starting with Occupy and Black Lives Matter. People are more politicized. Writers like Roxane Gay had a big online following before she wrote Bad Feminist. I like to joke that "because the internet" is the answer to everything. But I tend to think that the revival of interest in explicitly feminist discourse in the past few years has something to do with it.
Dating specifically — it is a thing that a lot of people do, and these subjects are subjects in which humans in general and women in particular have been underserved. Why do you think? You write that dating protocols change so quickly, and thus inspire a lot of anxiety and bewilderment. Some of New American feminism is addressing that.
One thing that seems different today is that before, there was more of a limited window of youth when people could have this experience of meeting new people before settling down with one of them. The median age of first marriage in the US for men was In , it was lower [ It went up and down in the middle of the century [around WWII].
And, as you say, we have different social expectations now about when it will end. So definitely it is a less concentrated window when young people might be "snuggle pupping" and "crumpet munching," [mid—20th century dating lingo] and all these other wild things.
You write about how, through the Steadies era, the open secret of a lot of housewives was that they were desperately unhappy. We work too long, we move too often, we may remain ambivalent about monogamy or children. Serial monogamy is a way of putting marriage off. Does it also call into question its place as a central value in our culture?
The paradigm of marriage is so dominant culturally, yet I wonder if we will reach a point where we can be more accepting of the fact that our lives may indeed be a lot less compatible with it.
As opposed to seeing [marriage] as the essential life goal. I think we still place this huge emphasis on marriage culturally in the US. People with college degrees are getting married. People without college degrees are getting married at much lower rates than they were before.
And even among upper-income people, people are waiting. Maybe we are in the middle of a transformation. When I was writing the book, I thought, Oh, dating needs to be put in historical context, but of course, marriage also needs to be put in historical context.
I think about the Industrial Revolution, and the French Revolution circa , when you see this large-scale shift in Europe when you have people living in extended family units, farming together. Then with the shift toward an industrial economy with new kinds of working arrangements, you start to see the rise of this ideal of being in love with one person and being married to one person.
If the Industrial Revolution invented the love marriage and the nuclear family, is the digital revolution inventing something else? The depressing version is: mobile individuals who move around too much to form permanent bonds.
People do want marriage — what a huge victory [same-sex] marriage feels like! Looking at sociological data on white working-class families, the lower rates of marriage prove these are economic issues, not cultural issues. I tend to think that these things are very driven by work arrangements and economic forces. Maybe it means polyamory, or friends as a bigger part of our lives. Those material bases for romantic relationships are changing.
You have some really fascinating things to say about the biological clock — how it was actually an invention of the Washington Post columnist Richard Cohen in in a piece he wrote called "The Clock Is Ticking for the Career Woman.
You call egg freezing "a way to prolong the existence of a problem" — the problem of the burden of reproducing falling almost entirely on women. But I think there may be an incompatibility with the biological limitations of the human body and the idea that the best thing is to come up with a futuristic technological solution to them. Why not instead have a more basic social fix? Also, egg freezing has been talked about in two ways, one of which is easier for me to critique than the other.
The first way is this means you can work and work through your 30s and 40s. So when does life come? The idea that the time-freezing technology seems a more realistic solution than the basic changes in social policy to me reflects a deep intransigence in thinking about these matters. But this idea that [for] a certain class of high-achieving professionally successful women this would just be part of making yourself perfect, and not burdening your partner — that seems to me troubling, the attempt of companies like Eggbanxx to normalize that expectation.
It seems to have some pernicious effects when we talk about it as something everyone should do. A line I heard from some reproductive technology doctors, and others who are part of this fertility industry, was condescension and frustration with women who turn to things like egg freezing and IVF.
The illuminating point you made in your article "The foul reign of the biological clock" which was adapted from the book is that the biological clock is just a social construct for thinking about fertility. It puts a tremendous amount of pressure and reproductive burden on women. The parameters are clearly social for this problem in the large scale. The blaming language is so pervasive. This is a book that is clearly going to appeal to women.
What kinds of reactions have you gotten from male readers? So that is also anxious-making. But men dating are also experiencing pressures. Starting with the idea that they should only want sex and not emotion. Maybe even if they are on dating apps, they are also following a social script that may be unsatisfying.
This sort of endless fashioning, shopgirl work of making yourself desirable does seem to be something that men experience now. But I wonder if some of that anxiety, of producing yourself as a commodity, selling yourself on the dating market, is becoming more universal because of demographics of sites like OKCupid with more male users than women. So it will be interesting to see how that shifts the conversation. And I should note here that you are now married.
When you look at the history of dating, as long as there has been dating, there has been the crisis of dating. And people have felt frustrated by it. I hope those two things are comforting. Always use these things with an eye to your own desires. Those aims are usually different from the aims of your desire. Try to resist this imperative from either the marketer or the dating app to play efficiently. I think this language of efficiency can be brutalizing — on the apps and the sites.
Delving deeper into dating site conversation, we found that those discussing them online were: More likely to be female than male; Tended to be interested in music (16%), family and · Most dating sites see their greatest spike in traffic and activity between December 26th and Valentine’s Day. That’s not surprising because many people make a Get started AdFind Your Special Someone Online. Choose the Right Dating Site & Start Now!Dating Sites Comparison · Start Dating Online! · Top Local Dating SitesTypes: All Ages Dating Sites, Senior Dating Sites, Gay Dating Sites · It probably shouldn’t be surprising that in a culture of consumerism the very concept has encroached even on how we date. But yet, as we sat down to write this article, we ... read more
Published by Emerald Publishing Limited. That can come in many forms but it is a primary concern. Photo Credit: Intel Free Press via Flickr. In terms of activities within those images, sitting was the most popular followed by surfing, equestrianism or dance. One of my best friends met her husband online, but they met through a better site — eharmony. Also, I could have sworn I read some comments about women not caring about income, and enjoying personality etc, but needs for the guy to be taller than her. Boerman , S.The way we interact with people has changed so much, online dating consumerism. I think we still place this huge emphasis on marriage culturally in the US. In a world driven by electronic word-of-mouth based on Social Media SM platforms, marketers have taken it into an advantage online dating consumerism procure new relationships between brands, potential customers and developing existing ones Litterio et al. Nor do we want to discourage you from actively dating, online or otherwise. and SmithR.