Hur slutar berättelsen?

Sammanfattning: Tinder is one of the world's leading online dating platforms, and they have become known for its "Swipe right" invention. Bumble has the same founder as Tinder but focuses on challenging the rules of dating and giving women control over online dating. The purpose of this study is to analyse the two brands' external communication and how the communication differs between the platforms. The study is conducted as a qualitative content analysis, using our own model, inspired by the Tinder Motives Scale theory by Timmermans and De Caluwé, in combination with storytelling. The study focuses on social media, app descriptions on App Store and Tinder and Bumbles websites. The study found that Bumble has a clear focus on creating meaningful relations, for example by using the users success stories as a way of creating the application. This makes the platform more authentic. Tinder focuses on the fact that how the platform is used, is decided by the users. At the same time, Tinder also highlights that the more the users swipe, the more possibilities the users create for themselves.