The pursuit of happiness: a multinational exploration into the effects and outcomes of online dating

Purpose This study investigates the effects of online dating platforms on users’ wellbeing and the success rates of forming relationships through these services. Given the ongoing debate surrounding the impact of online dating, this study aims to provide empirical insights into its outcomes. Design/methodology/approach This study used a sample of 618 participants from four countries (Croatia, Greece, Italy and Malta) to gain a comprehensive perspective on online dating experiences. Data was collected to assess both the impact on wellbeing and the likelihood of forming relationships through these platforms. Findings The results indicated that using online dating platforms did not significantly affect users’ wellbeing, either positively or negatively. In addition, most users were unable to establish committed or casual relationships through these platforms, suggesting limited success in achieving romantic or personal connections. Originality/value These findings highlight potential inefficiencies in online dating platforms in facilitating meaningful relationships or personal benefits for users. The study contributes to ongoing discussions about the effectiveness of such services and provides a foundation for future research on their impact and potential improvements.