Does the use of dating apps have any consequences on consumer behaviours, mental health and perception of love? / Mathilde DAVERSIN / 2023

Titre : Does the use of dating apps have any consequences on consumer behaviours, mental health and perception of love? Type de document : Mémoire Auteurs : Mathilde DAVERSIN, Auteur Année de publication : 2023 Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Français (fre) Langues originales : Anglais (eng) Mots-clés : Management COMPORTEMENT DU CONSOMMATEUR ; MARKETING ACHAT ; SANTE Résumé : In recent years, there has been a notable surge in the utilization of dating apps as individuals seek out convenient and easily accessible ways to connect with new people. While these apps offer a promising platform for social interactions, concerns have arisen regarding the potential implications they may have on consumer behaviours and mental well-being. Given the escalating popularity of dating apps, it becomes imperative to thoroughly examine and investigate the potential impact they may exert on individuals. Thus, the overarching research question at hand seeks to delve into the intricate relationship between the use of dating apps, consumer behaviours, and mental health, with the aim of acquiring a comprehensive understanding of the multifaceted effects these apps may have on their users. By delving into this realm of inquiry, it is hoped that the research findings will provide valuable insights into the ramifications of dating app usage, enabling a more nuanced comprehension of the broader implications associated with their adoption in contemporary society.A significant concern surrounding the use of dating apps pertains to their potential influence on consumer behaviours. Extensive research has revealed that individuals who engage with dating apps are more prone to engaging in risky sexual behaviours and displaying a propensity for having multiple sexual partners when compared to those who do not utilize these platforms (Lehmiller et al., 2018). Moreover, the utilization of dating apps may inadvertently foster what is commonly referred to as a "shopping mentality," whereby users perceive potential partners as mere commodities to be swiftly evaluated and, if deemed unsatisfactory, promptly discarded. This prevailing mindset, which emphasizes quick assessments and disposability, has the potential to erode empathy and diminish the likelihood of establishing meaningful emotional connections. As a result, the adoption of dating apps may inadvertently contribute to a decline in empathy and hinder the formation of deep emotional bonds among users.Dating apps also raise significant concerns regarding their potential influence on users' mental health. Extensive research has consistently demonstrated a correlation between the use of dating apps and elevated levels of anxiety, depression, and loneliness among individuals (Sumter et al., 2017; Toma et al., 2018). The inherent nature of these apps, with their emphasis on swiping, matching, and continual evaluation, can contribute to heightened feelings of anxiety and self-doubt, as users constantly navigate through a seemingly endless array of potential partners. Furthermore, individuals may encounter negative emotions such as rejection, objectification, and even harassment within the dating app environment, further exacerbating the potential detrimental impact on their mental well-being (Blackhart et al., 2014). These negative experiences, coupled with the superficial and transactional nature often associated with dating app interactions, can profoundly impact users' self-esteem and overall psychological state. As a result, the pervasive use of dating apps has raised concerns about the potential adverse effects on individuals' mental health, necessitating a deeper understanding of the nuanced dynamics at play within these digital platforms. Programme : MSc International Marketing & Brand Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=581958