Abstract
This study explores the underlying motivations of consumers’ usage of online dating applications after the breakup of romantic relationships. The experiences of young-adult consumers who went through post-breakup grief are investigated through in-depth interviews. Findings resulted in twelve categories of motivations that participating consumers had regarding their usage of dating apps, in relation to managing the grief after breakup. Motivations are grouped under the categories of coping, updating, and desiring. Moreover, findings also demonstrated diverging pathways in using dating apps for emotional resolution. The study contributes to our understanding of dating app usage by highlighting important insights from consumers who benefitted from these apps to manage their post-breakup grief. Furthermore, we suggest managerial implications for the online dating application industry drawing from the link between romantic breakups and dating app usage to design marketing strategies that can better relate to shifting consumer expectations.
Date Received
December 14, 2024
Date Revised
December 29, 2024
Date Accepted
December 31, 2024
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.
Recommended Citation
Ozdamar Ertekin, Zeynep; Kural, Salih; and Taştan, İrem
(2024)
"Grieving & Swiping: Online Dating as Consumers' Post-Breakup Resolution,"
Markets, Globalization & Development Review:
Vol. 9:
No.
3, Article 3.
DOI: 10.23860/MGDR-2024-09-03-03
Available at:
https://digitalcommons.uri.edu/mgdr/vol9/iss3/3
Included in
Anthropology Commons, Digital Humanities Commons, E-Commerce Commons, Economics Commons, Marketing Commons, Other Business Commons, Sociology Commons
Author Bio
Zeynep Ozdamar Ertekin is Associate Professor of Marketing at Izmir University of Economics. She received her BA degree in Management from Bogazici University and MBA and PhD degrees in Marketing from Izmir University of Economics. Her research interests concentrate on sustainability, fashion, consumption theories and macromarketing.
Salih Kural graduated from Izmir University of Economics in 2016 with a degree in PR & Advertising and Psychology departments and completed his master’s in Business Administration from 9 Eylül University in 2020. He is currently pursuing Business Administration PhD at Ankara University.
İrem Taştan is a 2018 graduate of Middle East Technical University (ODTÜ/METU) Department of Business Administration, and completed her master’s at the Izmir University of Economics with a full scholarship in 2022. She is currently pursuing a PhD in Marketing.