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

In the rapidly evolving digital reading market, Tomato Novela core platform under ByteDancefaces 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 Novels 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 Readings'Co-Readingfeature 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.