Research on social relationship marketing model and user engagement based on SICAS model

Business school, City University of Macao, Macao, 999078, China

^* Corresponding author: B22090106701@cityu.edu.mo

Abstract

Since 1971, The first email sent by Ray Tomlinson began, and the revolution of the communications era began. As digital marketing continues to deepen in all aspects of people’s lives, social relationship marketing as an emerging digital marketing tool is playing an increasingly important role in business activities. This paper adopts the case analysis method and SICAS model for the social relationship marketing model in digital marketing and takes the digital marketing case of Lululemon brand as an example, analyzes the decisive role of SICAS model in the social relationship marketing model and explores the relationship between the social relationship marketing model and user stickiness. By combining the study of Lululemon’s social relationship marketing case, the SICAS model is defined in the background of The Times, which plays an important role in enhancing user engagement and helping the sustainable operation of the company in the new digital marketing model. At the same time, the author has summarized the limitations of the article.