From Symbolic Oppression to Behavioral Domestication: User Stickiness Generation Path of Personalized Feedback Mechanism for IP Image of Duolingo

Qiwen Gu ()
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Qiwen Gu: Xiamen University Tan Kah Kee College, School of Humanities and Journalism

A chapter in Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025), 2025, pp 1082-1090 from Springer

Abstract: Abstract With the arrival of the era of Internet plus, Big Data and the intensification of market competition, brands are now trying to adopt IP marketing strategy to enhance market competitiveness. Based on this context, the use of brand IP to enhance user stickiness has become an important part. Some prior studies conclude that brand IP has an impact on user stickiness in mass services, however, there is still a gap in research on personalized services. Therefore, the present study explored a path to generate user stickiness driven by the personalized feedback mechanism of branded IPs, through the process tracking method in the case study and taking Duo, an IP image of Duolingo, as an example. In conclusion, the present study found that brand IP has a significant effect on user stickiness and loyalty through personalized feedback and emotional interaction with users, which can eventually lead to the formation of behavioral habits.

Keywords: Symbolic Oppression; Behavioral Domestication; User Stickiness; Duolingo (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-874-5_124

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DOI: 10.2991/978-94-6463-874-5_124

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