Online dating began with individuals, who had been lonely, bashful or did maybe perhaps not get any attention from their environment. Through the online world they felt that there is less danger and so they could actually promote themselves in social media marketing differently, more breathtaking and much more confident, which in their eyes could trigger more success while (online) dating (Lawson & Leck, 2006). And also this goes in conjunction because of the theory of Schau and Gilly (2003) discussed earlier, which states that individuals have a tendency to develop a electronic imsgr and consequently various self when working with social media marketing trough e.g. the photos they upload.
Ward (2016) talks about an identical concept called impression administration which likewise handles the truth that individuals have a tendency to promote themselves in ways that they think is catchy to the other intercourse and assists them felling well informed in the dating world.