"THIS HERE'S A HUMAN MENU." VALUE COCREATION ON TINDER

Authors

DOI:

https://doi.org/10.5902/2175497743214

Keywords:

Cocriação de valor, Netnografia, Objetificação, Aplicativo de relacionamento

Abstract

The purpose of this paper is to analyse value cocreation of exchanges on the Tinder app. Netnography was conducted, including participant observation and 13 in-depth interviews. The results were analysed using Bardin's content analysis. The exchanges exaggerate the value proposition of the service, and the online environment makes coordination difficult. Value cocreation more closely resembles the creation of value by the user rather than by the app, considering the fragility of the institutional aspects. Tinder allows relationships between consumers that are similar to marketing relationships, with opportunities for choice, accumulation, exchange, and disposal that constitute objectification.

Keywords: Value cocreation. Tinder. Netnography.

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Author Biographies

Hellen Taynan Cavalcanti, Universidade Federal de Minas Gerais - UFMG

Graduada em Administração pela Universidade Federal de Pernambuco; especialista em Administração e Marketing pelo Grupo Eduacional Uninter; mestra em Administração com ênfase em Marketing e Sociedade pela Universidade Federal da Paraíba; Psicanalista em curso de formação livre pelo Instituto Internacional de Terapias; Doutoranda em Administração na Universidade Federal de Minas Gerais.

Nelsio Rodrigues Abreu, Universidade Federal da Paraíba - UFPB

Doutor em Administração - UFLA. Mestrado em Administração - UFV. Professor Associado III da UFPB.

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Published

2021-11-18

How to Cite

Cavalcanti, H. T., & Abreu, N. R. (2021). "THIS HERE’S A HUMAN MENU." VALUE COCREATION ON TINDER. Animus.Inter-American Journal of Media Communication, 20(44). https://doi.org/10.5902/2175497743214

Issue

Vol. 20 No. 44 (2021)

Section

Free Articles

License

The authors of texts approved by the referees of Animus - Inter-American Journal of Media Communication automatically concede, and without any charge, the right to the first publication of the submitted material.