Abstract
In recent years, more and more people have increasingly used online dating apps to make new friends and find potential partners. Given the substantial user base and the considerable amount of time users spend on dating apps, businesses have recognized the potential for advertising their products and services on dating apps. Advertisements on dating apps are presented in a form resembling user profiles to make them less intrusive and more engaging for users. This is referred to as native advertising. However, it is not clear how dating app users respond to those native advertisements. In addition, dating apps usually offer two browsing modes: the discovery mode and the reciprocal mode. Users may have different states of mind when engaging in those two modes and thus respond to native advertisements differently. We plan to conduct a lab experiment to investigate the impact of dating apps’ native advertisements on users.
Recommended Citation
Gao, Yuting, "Swipe for Mr. Right or Advertisement: An Investigation of Native Advertising on Dating Apps" (2025). SIGHCI 2024 Proceedings. 3.
https://aisel.aisnet.org/sighci2024/3
