Enhancing User Stickiness in Digital Reading Platforms from an Interactive Marketing Perspective: A Case Study of Tomato Novel

Xinran Tan

doi:10.54254/2754-1169/2025.GL27537

Advances in Economics, Management and Political SciencesOpen access

Enhancing User Stickiness in Digital Reading Platforms from an Interactive Marketing Perspective: A Case Study of Tomato Novel

Research Article

Open Access

Enhancing User Stickiness in Digital Reading Platforms from an Interactive Marketing Perspective: A Case Study of Tomato Novel

Xinran Tan ^1*

¹ Xinjiang University

^*Corresponding author: 2992503688@qq.com

Published on 2 October 2025

AEMPS Vol.222

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-403-8

ISBN (Online): 978-1-80590-404-5

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Abstract

In the rapidly evolving digital reading market, Tomato Novel—a core platform under ByteDance—faces the critical challenge of improving user stickiness. This study explores the current status and issues of Tomato Novel in terms of user engagement, real-time feedback, personalized recommendations, and sense of community belongingness from an interactive marketing perspective. Findings reveal improvement opportunities in Tomato Novel’s interactive features, feedback mechanisms, personalized algorithms, and community culture. For instance, its comment and rating systems lack interactivity, feedback channels are obscure, personalized recommendation accuracy needs enhancement, and strategies to foster community belongingness are ineffective. To address these, the study proposes: integrating with platforms like Douyin to elevate user interaction; leveraging AI to optimize feedback mechanisms; refining personalized recommendation algorithms for precision; and adopting WeChat Reading’s'Co-Reading’feature to create a Tomato-Douyin user book circle, thereby strengthening community ties. These actionable pathways offer key strategies for Tomato and other digital reading platforms to optimize interactive marketing.

Keywords:

Interactive marketing, Online literature, User stickiness, Tomato Novel, Digital reading

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References

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References

[1]. Wang Ailian, & Feng Rui. (2021). A review of online interactive marketing research in the big data era. Northern Economic Tribune, (09), 63–66.

[4]. QuestMobile. (2025). 2025 Potential Marketing Value Media Research. Retrieved from https: //www. questmobile. com. cn/research/report/1947590442192310273

[9]. Zhou Cheng. (2023). Community building and sales conversion: Interactive marketing strategies of Pop Mart. International Brand Observation, (18), 73–75.

[10]. Tian Jiao, Junmei Jing. (2023). The underlying logic and future trends of the “knowledge commerce” model in book live-streaming. Editorial Studies, (05), 41–46.

Cite this article

Tan,X. (2025). Enhancing User Stickiness in Digital Reading Platforms from an Interactive Marketing Perspective: A Case Study of Tomato Novel. Advances in Economics, Management and Political Sciences,222,10-16.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Financial Framework's Role in Economics and Management of Human-Centered Development

ISBN: 978-1-80590-403-8(Print) / 978-1-80590-404-5(Online)

Editor: Lukáš Vartiak, Habil. Florian Marcel Nuţă

Conference website: https://2025.icftba.org/Galati.html

Conference date: 17 October 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.222

ISSN: 2754-1169(Print) / 2754-1177(Online)

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