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.