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 obtained and analyzed using text mining to compute the sentiment score of each response, and a Kruskal–Wallis H test to verify if there are statistical differences between each generation. Findings The results showed positive acceptability toward the marketing campaign on Tinder, especially Z Generation. Nevertheless, the statistical analysis revealed that the differences between each generation are not statistically significant. Research limitations/implications The main limitation relates to the fact that the participants, during the data collection, revealed their identification, perhaps leading to acquiescence bias. In addition, the study mainly covered the male population. A balanced sample would be positive to examine any possible differences between gender. Practical implications Results provide an essential indication for companies regarding their marketing activities conducted on Tinder to fully exploit the possibility of using Tinder as an alternative and valuable channel to conduct marketing activities. Originality/value Up until now, no studies tried to understand the effect of a marketing activity online on an online dating app.

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Social media,Marketing communication channel,Online dating apps,Tinder,Text mining,Sentiment analysis

• Ciências da Computação e da Informação - Ciências Naturais
• Economia e Gestão - Ciências Sociais