Mobile Dating Apps and the Intensive Marketization of Dating: Gamification As a Marketizing Apparatus

Focusing on consumers’ experiences with mobile dating apps, this study examines the intensive marketization of dating. It delineates the ways in which gamification of dating through these apps facilitate the ascendancy of the ludic dating market logic and the intensification of market’s hegemony within the domains of dating and romance.



Citation:

Anil Isisag (2019) ,"Mobile Dating Apps and the Intensive Marketization of Dating: Gamification As a Marketizing Apparatus", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 135-141.

Authors

Anil Isisag, University of Wisconsin - Madison, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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