The Role of Public Relations in Dating App Campaigns To Enhance User Engagement

This thesis examines the role of public relations in enhancing user engagement in dating apps, focusing on three of the main apps: Bumble, Hinge and Tinder. The research methods employed in this thesis are a literature review, a survey, and three case studies where user attitudes, behaviours and preferences are analyzed. The study investigates the importance of understanding user engagement, motivations and behaviours in order to develop effective public relations strategies. Findings indicate diverse user perceptions of dating apps, varying based on factors such as demographics. Two communication theories inform the analysis of this thesis, the uses and gratifications theory and the framing theory. Lastly, recommendations for public relations practitioners include tailoring messaging to align with user values, leveraging storytelling, and prioritizing diversity and inclusivity. This research highlights the significance of targeted public relations efforts in shaping brand perceptions, fostering genuine connections, and driving user engagement in the digital dating landscape. Keywords: audiences, dating apps, digital era, framing theory, public relations, user engagement, uses and gratifications theory