François Nicolle is an associate professor of digital marketing and digital communication and co-director of the Marketing and Digital division at ICD Business School. A specialist in digital, his research focuses on changes in the digital practices of the French, on digital identity and on the impact of digital transformation on corporate strategies. 

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DECODING THE NEO-CONSUMERISM OF LOVE

In 2021, nearly one in three French people have already used a dating app and "Tinder babies" are legion. However, despite their dazzling success, these digital platforms are still widely stigmatised. How can this phenomenon be explained? Are there really profound differences between a relationship born on an app or in "real life"? In short, what have dating apps changed in our relationship with love? This book sets out to answer these questions by studying the way French people use these applications and the perception they have of them. Based on a scientific approach and on the testimonies of numerous users, this book sweeps away the various preconceptions concerning dating applications. 

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