Engaging Users, Building Loyalty: Behavioral Insights from Bilibili

Li; Baharu Bin

doi:10.56982/dream.v4i12.322

Authors

Li Xinshun City University, Kuala Lumpur, Malaysia
Baharu Bin Kemat City University, Kuala Lumpur, Malaysia

DOI:

https://doi.org/10.56982/dream.v4i12.322

Keywords:

User Engagement, User Loyalty, Bilibili, Video-Sharing Platforms, Digital Behavior, Online Community

Abstract

In the era of digital interaction, video-sharing platforms such as Bilibili have become key ecosystems for marketing, entertainment, and user engagement. This paper explores how behavioral and psychological factors contribute to user engagement and the development of long-term loyalty on such platforms. Drawing from theories of customer engagement, social identity, and expectation-confirmation, the study identifies core factors including interactivity, trust, community belonging, and content quality that foster deeper user participation and sustained loyalty. By integrating insights from marketing and digital behavior literature, this paper proposes a framework that explains how engagement mediates the relationship between platform success factors and user loyalty. The study contributes to both academic theory and managerial practice by offering a foundation for future empirical testing and practical strategies for enhancing user retention in the rapidly evolving video-sharing landscape.

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References

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