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Social Media has not only become a very relevant topic for brands and companies to deal with when it comes to business, but also for human beings in regards to their personal and dating life.It influences what people think, like or even love and moreover accompanies the life of nearly everyone, everyday often for hours.This also goes hand in hand with the theory of Schau and Gilly (2003) mentioned before, which states that people tend to create a digital imsgr and therefore different self when using Social Media trough e.g. Ward (2016) talks about a similar concept called impression management which likewise deals with the fact that people tend to present themselves in a way which they think is catchy towards the other sex and helps them felling more confident in the dating world. The aim is to have as much control as possible of the impressions others have of you and therefore manipulation is an alarmingly often used tool. online dating apps pay extra attention to which pictures they choose as it represents the first impression. Tinder and the Dawn of the “Dating Apocalypse” Available Online: [Accessed 29. The digital self (Schau & Gilly, 2003) which describes how people present themselves in Social Media is full of lying, editing and faking.When we think about ourselves, what do we post on Social Media channels like Instagram or Facebook? Online dating can clearly be seen as an adventure when taking into consideration the points of “Thrill of excitement” and “Casual sex”. To meet a person face-to-face you have only been talking to virtually before is definitely connected with excitement and nervousness.
The motivations of online dating can differ a lot but in general we can state the following as the most common reasons for registering on an online dating platform (Sumter, Vandenbosch & Ligtenberg, 2016): So let’s have a closer look on the reasons why young adults decide on registering for online dating. Through pictures and virtual conversations an imagination of the person on the other side of the website or app is automatically created. As mentioned before the easiness of communication was also named as a motivation for online dating. Love me Tinder: Untangling emerging adults’ motivations for using the dating application Tinder. This is due to the fact that the access to a potential partner, love or sex got way easier through Social Media.
Regarding to Deuze (2016) people who have a high Social Media consumption are even more likely to have troubles in their relationships like e.g. “Keep all doors open at any time” (Baumann, 2003) tend to be the new motto of dating in the 21st century.
It might feel for some people even like a game, the constant desire of “winning” in terms of getting more dates, more attention and reassurement.