The Role of Duolingo’s Social Media Discourse Strategies in Brand Marketing: Analysis of Consumer Sentiment and Engagement Rates

Xuaner Luo ()
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Xuaner Luo: Zhejiang University, School of International Studies

A chapter in Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025), 2025, pp 769-777 from Springer

Abstract: Abstract Nowadays, under the digital marketing landscape, social media has become a critical channel for brands to establish emotional connections with consumers. This study examines the marketing content of the language-learning application Duolingo on the RedNote platform, employing quantitative analysis to systematically investigate how social media discourse characteristics influence user engagement behaviors. The research collected 76 official posts and 42,810 valid user comments from September 2024 to February 2025. Through text mining and regression analysis, there are three key findings. Firstly, there is a significant negative correlation between post title length and user engagement rates. Secondly, the emotional tone of titles significantly predicted comment sentiment, providing empirical support for emotional contagion theory. Thirdly, trending topics showed borderline significant effects on engagement, suggesting the applicability of attention economy theory in specific contexts. These findings offer practical insights for optimizing content strategies of educational apps on social media, particularly regarding linguistic features, emotional expression, and topic selection.

Keywords: Duolingo; Social Media; Emotional Contagion; Readability; Engagement Rate; Sentiment Analysis (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-888-2_75

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DOI: 10.2991/978-94-6463-888-2_75

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