The title of the research is: Persuade to Date: A meta-analyses of advertising appeals of online dating applications from American, European, and Asian countries. The study will examine the advertising appeals and messages used by the online dating services. We will discover persuasiveness of the core messages used by the most popular dating websites and applications within the European, American (Northern and Southern), and Asian countries. What is more, we will do a cross-national and cross-continental analysis which will explore any potential differences—between the types of the advertising appeals—which may exist. If the differences will be discovered, we will consider cultural, economic, and social factors.
To find the most popular dating websites and applications for each country from given continents, I used the Google search where I was typing the following: “online dating application” or “online dating website” and the name of the country I was researching. I assumed that the outcomes (websites and applications) that showed up, were one of the most popular for a certain nation. What is more, I was also using the ratings of the most successful services if they popped out in the Google search results. It was even more helpful in determining which online dating services are popular in a certain society. Subsequently, I collected their advertising appeals and I put all of them into the table. The table was created for each country separately. It consisted of name of the dating service, core message, and the references.
Furthermore, I determined the most essential and significant parts of these marketing messages based one the following criteria: emotional, wealth, religion, social influence (other do, so do I) etc. On the next step, I had to create an Excel file which will be used as a material for coding. The following information was provided in a given order to each of the excel column: continent, country, advertising message, added features, the original language of the provided advertising message, determination whether the dating service automatically translated the website into English, determination whether the service is global or local, determination whether the service is an application or the website.
After collecting the data (the marketing messages/advertising appeals) from all of the dating websites I found, my Professor- Aditi Paul prepared a sheet with seven different motivations which make the potential customers join a certain dating service in order to do coding manual. The motivations are the following:
M1 (Motivation1)- Relationship; fall in love, build a serious relationship etc.
M2-Sex; find a sexual partner, seek someone with the same sexual interests etc.
M3-Peer pressure; because everyone is doing it, to be trendy etc.
M4-Socialize; make new friends, flirt, broaden social network etc.
M5-Entertainment; for fun, combat boredom etc.
M6-Design; ease of use, visually appealing, free of cost, geolocality etc.
M7-Indetity; Try new identities, escape from who you are, live out a non-sexual fantasy etc.
Next, we coded the following aspects of the appeals our team collected:
- whether an appeal mentions a sexual orientation (by referring to LGBTQIA),
- whether any of the appeals mentions a religion orientation
Subsequently, we started to code the visual aspects of the samples:
- a primary visual element (video, photo, no element, or other)
- composition of the primary visual element (single, couple, or group),
- apparent race of the apparent visual element,
- apparent age of the primary visual element
- social distance of the primary visual element (intimate, close personal, far personal, far social, public)
- coding dress (demure, suggestive, partially clad, nude, not applicable)
This experience will teach me how to collect and manage data, have an objective approach, and do coding. Moreover, I have already taken a Statistics class, so I can apply the theory—I got to know from this class—into practice. This research is one step towards knowing how to understand the world. It is done by finding the variables whose dependence we examine and by trying to explain why there are correlated, we discover new things, become more open, and develop ourselves. This is also what I expect from this study.