Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)

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

Authors
Qiwen Gu1, *
1School of Humanities and Journalism, Xiamen University Tan Kah Kee College, Zhangzhou, 363123, China
*Corresponding author. Email: chn22081@stu.xujc.com
Corresponding Author
Qiwen Gu
Available Online 3 November 2025.
DOI
10.2991/978-94-6463-874-5_124How to use a DOI?
Keywords
Symbolic Oppression; Behavioral Domestication; User Stickiness; Duolingo
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.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
3 November 2025
ISBN
978-94-6463-874-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-874-5_124How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Qiwen Gu
PY  - 2025
DA  - 2025/11/03
TI  - From Symbolic Oppression to Behavioral Domestication: User Stickiness Generation Path of Personalized Feedback Mechanism for IP Image of Duolingo
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 1082
EP  - 1090
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_124
DO  - 10.2991/978-94-6463-874-5_124
ID  - Gu2025
ER  -