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BRIEF RESEARCH REPORT article
Front. Commun.
Sec. Media, Creative, and Cultural Industries
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1457754
An Exploration of User Engagement and Communication Strategies on Spotify: A Uses and Gratifications Perspective
Provisionally accepted
Elsir Ali Saad Mohamed 1*
Saleh Obaid Al-Rached 1
Mathani Hassan Abasher 1
Haitham Abdelrahman Alawaad 1
Abdulla Ebrahim Altaher 2- 1 Umm Al Quwain University, Umm Al Quwain, United Arab Emirates
- 2 Gulf University, Sanad, Capital Governorate, Bahrain
This study investigates the communication gap between Spotify and its users, focusing on messaging consistency, user-specific experiences, and feedback mechanisms. Analyzing data from Umm Al Quwain University students, the study reveals a potential disconnect between how Spotify communicates and how users expect to be addressed. This disconnect might negatively impact user engagement and satisfaction. Key findings highlight the need for personalized communication tailored to user needs, improved channels for user feedback, and active integration of this feedback into Spotify's communication strategies. By bridging this communication gap, Spotify can enhance user experience, solidify its usercentric approach, and potentially strengthen its position as a leader in the digital music landscape.
Keywords: spotify, Communication, User Experience, Personalization, Feedback, Digital Media, engagement, Satisfaction
Received: 01 Jul 2024; Accepted: 12 Mar 2025.
Copyright: © 2025 Mohamed, Al-Rached, Abasher, Alawaad and Altaher. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence:
Elsir Ali Saad Mohamed, Umm Al Quwain University, Umm Al Quwain, United Arab Emirates
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.