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From pages to faces: A study of relevant values for online to offline dating

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Title: From pages to faces: A study of relevant values for online to offline dating
Author: Wang, Guanchen
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Aung, MayFoti, LianneRohani, Laila
Abstract: Social media has slowly transformed the way people interact with each other, online communication is now an integral part of our daily lives. The prominence of online communication has also propelled other online services into popularity such as the online dating industry. As of May 2017, nearly fifty million people in the United States of America have tried online dating and with an annual revenue of $1,935,000,000 the online dating industry shows great promise within the net-based service sector (Statisticbrain, 2017). Extensive studies have been done on the topic of online dating and since matchmaking is the core service the online dating industry provides, the majority of these studies have focused on the early phases of the online relationship (Bapna, 2016; Prieler, 2017; Whyte, 2017). The initial matchmaking process has been extensively studied, while the period that follows (long-term period) has sparsely been studied within the matchmaking process. The current research explores values important to online dating couples and how these values affect couples as their relationship progresses through all three phases. Data is collected from the popular online dating site's community forum using the netnography method and findings on how values affect different phases of the relationship periods are discussed. This paper contributes to the values mentioned in the previous literature and provides additional insights to how these values change over time. It also reveals two new values (Family and Kindness) that were not previously mentioned in the online dating literature. The values discovered in the long-term period also have managerial implications as they provide new insights to the online dating service providers. This can potentially lead to the creation of additional services after the initial matchmaking, enabling the provider to maintain client interaction.
Date: 2018-08-23
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