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| Date | Time | Room | Speaker | Affiliation | Synopsis | Paper |
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11/28/2018 | 6:00PM to 7:00PM | Grainger 1310: Plenary Room | See Synopsis | Pending | ||
| 04/23/2019 | 6:00PM to 7:00PM | Grainger 1310: Plenary Room | Evan Polman | Wisconsin School of Business, University of Wisconsin-Madison | See Synopsis | Pending |
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Mobile Dating Apps and the Gamification of Entrepreneurialized Romance
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As a second project based on the same data set, I investigate the positioning wars in the mobile dating apps market by focusing on how Bumble and Hinge utilize Tinder's bad reputation in their own branding efforts. Capitalizing on Tinder's image as a platform that fosters a sexist hook-up culture, Bumble ("the feminist app") and Hinge ("the relationship app") carved out unique market positions by presenting their brand as a remedy to Tinder's shortcomings. By explicating the process through which they make use of defamatory messages about Tinder to create their own branding story, I offer a step-by-step framework that marketing professionals can utilize in similar markets where emotional branding prevails.
2018-2019 Marketing Seminar
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