Online dating apps as a marketing channel: a generational approach
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...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2021-02-01
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| Series: | European Journal of Management and Business Economics |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/EJMBE-10-2019-0192/full/pdf |