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...

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...

Purpose With the growing popularity of social media, it has become common practice for consumers to write online reviews to share their opinion and experience as well as consider others' reviews to inform purchase decision-making. This study investigated how online review sentiments towards four...