Positioning of Online Dating Websites - Application of a Brand/Market Oriented Framework

There has been a removal of the social stigma surrounding the use of online dating in recent years. So much so, that Slater (2013) even talks about how the social norms around meeting and dating have been completely redefined in the last couple of years so that dating is inextricably linked with technology and the Internet. Traditionally, online dating was meant for a customer base whose needs were not being sufficiently met under traditional matchmaking methods (Smith, 2005) and perhaps this gives us an insight into why there have been a stigma linked with having a profile on a dating website until a couple of years ago.

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