Why are Spotify users fully engaged in the customer experience without being afraid of their data being collected? / Amélie GEORGIN / 2022

Titre : Why are Spotify users fully engaged in the customer experience without being afraid of their data being collected? Type de document : Mémoire Auteurs : Amélie GEORGIN, Auteur Année de publication : 2022 Importance : 34 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de la page. Langues : Anglais (eng) Mots-clés : Entreprise SPOTIFY Management ANALYSE DES DONNEES ; BASE DE DONNEES ; MARKETING EXPERIENTIEL Résumé : This article seeks to understand why Spotify, a recognised Big Data company, is not misperceived by consumers, unlike its peers. We want to answer the question: Why are Spotify users fully engaged in the customer experience without being afraid of their data being collected? By going deeper, we will analyse the user's behaviour in their customer journey. We will also look at Spotify's agency, which plays a key role in user engagement and retention. We will also look at the personalisation of the Spotify experience, focusing on personalised playlists, which plays a big role in consumer engagement. Consideration will also be given to how Spotify uses taste profiling, studying the moods, emotions and consumption context of its user. Furthermore, we will try to understand why users have created this emotional bond with the platform, removing any fear they may have about their data protection. For this research, we conduct a qualitative analysis, in the form of semi-interviews, to help us understand the user's behaviour in the midst of the customer experience and their relationship with the music streaming platform. Programme : MSc Digital Expertise for Marketing Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=568513