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Message is all about you: The effect of message elements on successful communication outcomes on digital platforms

Author

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  • Choe, Jin Seon
  • Yoon, Sojung
  • Kim, Seung Hyun
  • Han, Yoon

Abstract

Drawing on commitment and trust theory, we investigate how message elements demonstrate commitment and trustworthiness, thereby influencing successful matching outcomes and contributing to customer retention. This study empirically examines a large dataset of online dating messages to reveal that using urban slang, mentioning potential partners’ nicknames, and writing longer messages significantly increase the likelihood of successful matches, whereas excessive self-disclosure decreases this likelihood. In addition, our findings indicate that using urban slang in a message plays a role in mitigating or amplifying the effects of differences in the appearance of profile photos and socio-economic status between users on matching outcomes, depending on the type of these differences. This research extends prior studies by empirically linking message elements to the development of trust and commitment. We also provide actionable insights for platform providers and emphasize the importance of message content in enhancing user engagement and matching rates.

Suggested Citation

  • Choe, Jin Seon & Yoon, Sojung & Kim, Seung Hyun & Han, Yoon, 2025. "Message is all about you: The effect of message elements on successful communication outcomes on digital platforms," Journal of Business Research, Elsevier, vol. 201(C).
    • Handle: RePEc:eee:jbrese:v:201:y:2025:i:c:s0148296325003959
    DOI: 10.1016/j.jbusres.2025.115572
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    References listed on IDEAS

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