The Replicability of Duolingo’s Marketing Strategies and the Limitations of Its Future Development

Siying Gong

2025

Abstract

Although the image of Duolingo's mascot is interesting and appealing, there are certain risks as-sociated with the excessive entertainment of the brand image. Overemphasizing entertainment and fun, along with overly exaggerated behaviors, may run counter to the essence of Duolingo as a learning app. Excessive entertainment and frequent participation in entertainment events may affect users' perception of the brand's professionalism and reliability. With a large number of users from different countries and with diverse cultural backgrounds, how Duolingo can properly continue to use entertainment marketing is a question that it needs to ponder in the future. In general, Duolingo's online marketing approach is a successful one, but there is still a certain degree of uncertainty in its future development. Maintaining its uniqueness and taking a multifaceted approach are aspects that Duolingo's marketing should consider in the future.

Paper Citation

in Harvard Style

Gong S. (2025). The Replicability of Duolingo’s Marketing Strategies and the Limitations of Its Future Development. In Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC; ISBN 978-989-758-778-8, SciTePress, pages 419-424. DOI: 10.5220/0013992600004916

in Bibtex Style

@conference{prmc25,
author={Siying Gong},
title={The Replicability of Duolingo’s Marketing Strategies and the Limitations of Its Future Development},
booktitle={Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC},
year={2025},
pages={419-424},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013992600004916},
isbn={978-989-758-778-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Public Relations and Media Communication - Volume 1: PRMC
TI - The Replicability of Duolingo’s Marketing Strategies and the Limitations of Its Future Development
SN - 978-989-758-778-8
AU - Gong S.
PY - 2025
SP - 419
EP - 424
DO - 10.5220/0013992600004916
PB - SciTePress