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Online dating apps as a marketing route: a generational means Abstract Purpose This research aims to realize if an on-line relationships app represents an acceptable channel to run advertising strategies and see the differences between Generations X, Y and Z for such acceptance. Design/methodology/approach A total of 411 Tinder users’ reactions had been received and examined making use of text mining to calculate the belief get of each responses, and a Kruskal–Wallis H examination to make sure that if you can find analytical differences when considering each generation. Conclusions The outcomes revealed good acceptability toward the advertising campaign on Tinder, particularly Z Generation. Nonetheless, the analytical analysis revealed that differences between each generation are not statistically significant. Data limitations/implications The primary constraint pertains to that the individuals, throughout the information collection, expose their own identification, perhaps ultimately causing acquiescence prejudice. Also, the study primarily sealed the male inhabitants. A well-balanced test could be good to examine any potential differences when considering gender. Functional ramifications Outcome render an essential sign for firms concerning her advertisements strategies carried out on Tinder to fully take advantage of the possibility of using Tinder as an alternative and useful station to run promotion tasks. […]