Love as a Commodity : Human branding in the online dating context

Drennan, Judy, Luck, Edwina, & Wiyanto, Tifani (2008) Love as a Commodity : Human branding in the online dating context. In 37th EMAC Conference: Marketing Landscapes: A Pause for Thought, 27-30 May 2008, Brighton.


The increasing integration of the Internet into individuals? lives and the changing lifestyles has evoked the trend of online dating. While branding activities were generally constructed for products/services, we argue that branding elements can be applied to an online dating context in the terms of autonomy, relatedness, and competence. The 'buying' and 'selling' process in this context intrigued the question of whether individuals are being commoditised as they are perceived as brands. Findings from this qualitative research provides an insightful understanding into emerging branding applications into this area of what strengthens this attachment and the commoditisation of humans in the online environment.

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ID Code: 15500
Item Type: Conference Paper
Refereed: Yes
Additional Information: For more information, please refer to the conference's website (see hypertext link) or contact the author.
Additional URLs:
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2008 (please consult author)
Deposited On: 17 Nov 2008 00:00
Last Modified: 05 Jan 2011 13:39

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