AUTHOR=Mohamed Elsir Ali Saad , Al Aawad Haitham Abdelrahman , Abasher Mathani Hassan , Al-Rached Saleh Obaid , Altaher Abdulla Ebrahim TITLE=An exploration of user engagement and communication strategies on Spotify: a uses and gratifications perspective JOURNAL=Frontiers in Communication VOLUME=Volume 10 - 2025 YEAR=2025 URL=https://www.frontiersin.org/journals/communication/articles/10.3389/fcomm.2025.1457754 DOI=10.3389/fcomm.2025.1457754 ISSN=2297-900X 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.