Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)

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

Authors
Xuaner Luo1, *
1School of International Studies, Zhejiang University, Hangzhou, 310012, China
*Corresponding author. Email: 3220100010@zju.edu.cn
Corresponding Author
Xuaner Luo
Available Online 3 December 2025.
DOI
10.2991/978-94-6463-888-2_75How to use a DOI?
Keywords
Duolingo; Social Media; Emotional Contagion; Readability; Engagement Rate; Sentiment Analysis
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.

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 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
3 December 2025
ISBN
978-94-6463-888-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-888-2_75How 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  - Xuaner Luo
PY  - 2025
DA  - 2025/12/03
TI  - The Role of Duolingo’s Social Media Discourse Strategies in Brand Marketing: Analysis of Consumer Sentiment and Engagement Rates
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 769
EP  - 777
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_75
DO  - 10.2991/978-94-6463-888-2_75
ID  - Luo2025
ER  -