Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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The Effectiveness of Brand Culture on Customer Engagement

A Case Study of Spotify in the U.S.

Authors
Shukun Yin1, †, Lintong Fu2, *, †
1Management and Marketing, Dulwich International High School Suzhou, Suzhou, Jiangsu Province, China
2Bishop Alemany High School, Shenyang, Liaoning Province, China
†

These authors contributed equally.

*Corresponding author Email: guanghua.ren@gecacademy.cn
Corresponding Author
Lintong Fu
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.431How to use a DOI?
Keywords
Spotify; music social platform; brand culture; customer engagement; case study; SWOT
Abstract

Spotify is a Swedish digital music streaming service and technology company founded in 2006 by Daniel Ek. In the US market, Spotify is the most predominant audio streaming service among its competitors. The primary purpose of this research was to explore how Spotify took advantage of its branding culture to deliberately orient or mediate its customer engagement. This research would develop preceding case studies related to customer engagement and Spotify’s branding strategies to draw a general correlation. Although psychological factors of the consumers might affect their engagement to a certain extent, the research concludes the personalized customer experience of Spotify has strengthened the relationship between the application and consumers, attracting more non-members to subscribe to the premium service offered by Spotify. From Spotify’s data-driven service, a particular customized playlist would be recommended to the users. People tend to be touched by music and such emotional interactions, leading to a sense of resonation and inspiration to them. Besides, artists and other music content creators could better comprehend the streaming media data of their works through the analytic database from Spotify. The adhesiveness of users would be valued. Thus, Spotify’s brand culture and marketing tactics have to render part of its consumers become advocates, extensively spreading word-of-mouth recommendations of Spotify’s benefits. In short, this research aims to provide an enlightening indication of Spotify’s prospective developing orientation, which might be facilitated customer-oriented innovativeness.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211209.431
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.431How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Shukun Yin
AU  - Lintong Fu
PY  - 2021
DA  - 2021/12/15
TI  - The Effectiveness of Brand Culture on Customer Engagement
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 2653
EP  - 2659
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.431
DO  - 10.2991/assehr.k.211209.431
ID  - Yin2021
ER  -