"THIS HERE'S A HUMAN MENU." VALUE COCREATION ON TINDER

The purpose of this paper is to analyse value cocreation of exchanges on the Tinder app. Netnography was conducted, including participant observation and 13 in-depth interviews. The results were analysed using Bardin's content analysis. The exchanges exaggerate the value proposition of the serv...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:Animus (Santa Maria, Rio Grande do Sul, Brazil) Rio Grande do Sul, Brazil), 2021-11, Vol.20 (44)
Hauptverfasser: Cavalcanti, Hellen Taynan, Abreu, Nelsio Rodrigues
Format: Artikel
Sprache:eng
Online-Zugang:Volltext
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
Beschreibung
Zusammenfassung:The purpose of this paper is to analyse value cocreation of exchanges on the Tinder app. Netnography was conducted, including participant observation and 13 in-depth interviews. The results were analysed using Bardin's content analysis. The exchanges exaggerate the value proposition of the service, and the online environment makes coordination difficult. Value cocreation more closely resembles the creation of value by the user rather than by the app, considering the fragility of the institutional aspects. Tinder allows relationships between consumers that are similar to marketing relationships, with opportunities for choice, accumulation, exchange, and disposal that constitute objectification.Keywords: Value cocreation. Tinder. Netnography.
ISSN:1677-907X
2175-4977
DOI:10.5902/2175497743214