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An exploration of user engagement and communication strategies on Spotify: a uses and gratifications perspective

Year: 2025

Type: article

Abstract: This study investigated the communication gap between Spotify and its users, focusing on messaging consistency, user-specific experiences, and feedback mechanisms. By analyzing data from students at Umm Al Quwain University, the study revealed a potential disconnect between how Spotify communicates and how users expect to be addressed. This disconnect could negatively impact user engagement and satisfaction. Key findings highlighted the need for personalized communication tailored to user needs, improved channels for user feedback, and the active integration of this feedback into Spotify’s communication strategies. Bridging this communication gap, Spotify can enhance user experience, solidify its user-centric approach, and potentially strengthen its position as a leader in the digital music landscape.

Source: Frontiers in Communication

DOI: 10.3389/fcomm.2025.1457754

Authors: Elsir Ali Saad Mohamed, Haitham Abdelrahman Al Aawad, Mathani Hassan Abasher, Saleh Obaid Al-Rached, Abdulla Ebrahim Altaher

Institution: Gulf University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,418

OpenAlex ID: W4410090110

FWCI: 7.222

Cites: 3

Cited by: 4

Related to: 10