Communications in Humanities Research ISSN: 2753-7072
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Research Article

How Does Lululemon Shape Its Brand Loyalty Through Influencing Public Perception of Healthy Female Body Aesthetics on YouTube?

Yukun DaiFaculty of Humanities and Social Sciences, University of Liverpool, Liverpool, L693BX, United Kingdom Qinxuan YinSchool of Journalism and Communication, Hunan University, Changsha, 410082, China * Zichun HuangSchool of Journalism and Communication, Liaoning University, Shenyang, 110000, China Yuxing LiuFaculty of Art and Science,University of Toronto, Toronto, M5S3H2, Canada a. [email protected], b. [email protected], c.

* Corresponding author: [email protected]

Abstract

In modern marketing, social media and brand marketing have gradually established an inseparable relationship. This study aims to discuss how brands shape public aesthetics and build brand loyalty through social media. For this reason, this work has diversified research methods. Advanced machine learning algorithm was applied to deeply dig the audience comments of Lululemon's advertising videos on YouTube and analyze the emotional tendency of the collected comments with the help of natural language processing. This work also conducted content analysis on Lululemon's most popular advertising videos on YouTube as a sample. The results show that excellent video content not only increases the stickiness bet these woken brands and consumer, but also improves consumers' purchase intentions. These results show that in the modern market, brands should pay more attention to the quality of social media content to enhance brand loyalty, and they should also be able to obtain consumer needs from user comments, which provides an important sentence for further improving marketing.

Keywords: Lululemon; brand loyalty; YouTube; User behavior; health
Published: March 31, 2025
DOI: 10.54254/2753-7064/2024.21653
Volume: CHR Vol.55
pp. 148-161
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