HIGHLIGHTS
SUMMARY
O nline dating apps become more and more important both socially and economically. The previous academic research on Tinder usage showed that women are much more selective than men while "swiping". There are services (both commercial and community-based) ✩ that offer Tinder profile evaluation and improvement services (mostly for men). This research aims to discover how women evaluate male profiles on Tinder and what are the optimal profile characteristics. ASIA MARKETING JOURNAL 2023;24:169-177 seen, noticeable contributors to rejection were weird or unfriendly facial expressions and excessive photo editing. With Tinder being . . .
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