本研究探討數位廣告在交友軟體中的策略應用，聚焦於原生廣告、遊戲化互動內容與網紅行銷對Z世代使用者的影響。隨著交友軟體逐漸演變為集社交、娛樂與商業於一體的平台，廣告也從被動呈現轉向更具互動性與個人化的形式。Z世代作為數位原生族群，偏好真實、具參與感的廣告內容，對品牌溝通方式也有不同的期待。為了深入理解使用者觀點，研究採用質性研究方法，透過與五位Z世代使用者的半結構式訪談，來解析他們對各種廣告形式的接受度與實際反應。研究以可能性模型（Elaboration Likelihood Model, ELM）作為理論框架，檢視數位廣告中的影響作用。研究結果顯示：廣告若具備情境關聯性、互動性、風格真實，較能吸引使用者注意並提高參與度；微型網紅因為較具親和力與可信度，比名人代言更受青睞；但過度個人化廣告也引發隱私疑慮。整體而言，成功的廣告策略應兼顧用戶體驗與資訊說服力，並以Z世代的偏好與數位行為為核心進行設計。

As dating applications evolve into multifaceted digital ecosystems, they have become strategic platforms for delivering interactive, personalized advertisements—especially to Generation Z users. This study explores how advertising strategies such as native advertising, gamification, interactive content, and influencer marketing influence Gen Z's engagement and purchase intentions on dating apps. Using the Elaboration Likelihood Model (ELM) as a theoretical lens, the study employs a qualitative approach based on semi-structured interviews with five active Gen Z users. Thematic analysis reveals that contextual relevance, simplicity, and authenticity are essential for effective advertising. Interactive ads like mini-games and polls were appreciated for their entertainment value, while influencer campaigns were more persuasive when perceived as relatable. Participants, however, expressed skepticism toward overly polished endorsements and raised concerns about privacy and intrusive targeting. These findings offer strategic insights for marketers and demonstrate the value of applying the ELM framework to understand Gen Z’s responses to mobile advertising in dating app environments.

Table of Contents
Thesis Validation Letter…………………………………………………………………..i
Acknowledgement………………………………………………………………….……ii
摘要………………………………………………………. ……………………………iii
Abstract………………………...……. …………………………………………………iv
Chapter 1: Introduction1
1.1 Background1
1.2 Research Objectives and Questions3
1.3 Structure of the Thesis4
Chapter 2 Literature Review6
2.1 Digital Advertising on Dating Apps6
2.1.1 Personalized Advertising and Data Utilization7
2.1.2 Native Advertising and Engagement-Driven Formats8
2.1.3 Gamification in Dating App Advertising13
2.2 Advertising Strategies for Generation Z14
2.2.1 Interactive Content in Digital Advertising15
2.2.2 Influencer Marketing and Its Role in Digital Platforms19
2.3 Advertising Impact on Purchase Intentions22
2.4 Dating Apps as Advertising Ecosystems25
2.5 Connection to Theoretical Framework : Elaboration Likelihood Model (ELM)27
Chapter 3: Methodology30
3.1 Research Design30
3.2 Sampling and Data Collection31
3.2.1 Sampling31
3.2.2 Data Collection33
3.2.3 Design of Interview Questions37
3.2.4 Conducting the Interviews39
3.2.5 Interview Questions39
Chapter 4: Findings and Discussion42
4.1 Insights from Gen Z Interviews42
4.1.1 Evaluation of Advertising Strategies42
4.1.2 The Role of Interactive Advertising46
4.1.3 Trust and Credibility in Influencer Marketing48
4.1.4 From Engagement to Purchase Intentions51
4.1.5 Skepticism Toward Overly Polished Influencers53
4.1.6 Privacy Concerns Related to Personalization54
4.1.7 Preference for Simplified Interactive Ads55
4.2 Strategic Implications for Advertising on Dating Apps56
4.3 Interpretation of Interview Findings58
Chapter 5: Conclusion61
5.1 Addressing the Research Question61
5.2 Practical Implications63
5.3 Recommendations for Future Research64
References68
Appendix72

Table of Figures
Figure 2-1 A Native Ad on Tinder Presented as a Swipeable Card……………………….9
Figure 2-2 An Instagram Native Ad Promoting a Career Event……………………...….10
Figure 2-3 A Facebook Native Ad Promoting an Internship Opportunity……………....11
Figure 2-4 A Dcard Native Ad for Skincare Products………………………………...…12
Figure 2-5 Gamified Interactive Advertisement on Tinder………………...……………17
Figure 2-6 Influencer-Style Beauty Advertisement on Grindr……………….…………21
Figure 3-1 Flowchart of Date Collection Process…………………………………….…37
Figure 3-2 Process of Interview Questions Design…………………………...…………38
Figure 4-1 Property Sale Ad on Tinder…………………………………………….……43
Figure 4-2 Mixer Bar Ad on Gsland……………………………………………...……..45
Figure 4-3 Game Ad on Tinder…………………………………………….……………48
Figure 4-4 Prido Ad on Tinder……………………………………………….…………50
Figure 4-5 Beauty Product Ad on Grindr………………………......................................51
Figure 4-6 Dramabox Ad on Tinder………………………………………….…………53


Table of Tables
Table 2-1 Elaboration Likelihood Model (Petty & Cacioppo, 1986)…………………....28
Table 3-1 Sampling……………….…………………………………………...………..33

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