First Reviews

According to The San Francisco Chronicle in 2005, "Mobile dating is the next big leap in online socializing." More than 3.6 million cell phone users logged into mobile dating sites in March 2007, with most users falling in the under 35 age range.

Social exchange theory interprets relationships in terms of exchanged benefits. It predicts that people regard relationships in terms of rewards obtained from the relationship, as well as potential rewards from alternate relationships. Equity theory stems from a criticism of social exchange theory and suggests that people care about more than just maximizing rewards. They also want fairness and equity in their relationships.

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