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Research Project
The Social Score: Investigating the Impact of User-Generated Playlists on the Spotify Listening Experience
Bio
Kayla is a fourth-year Professional Communications student double minoring in Marketing and Communication Design. Throughout her academic and professional career, she has developed a strong foundation in crafting compelling narratives and understanding consumer behaviour. Her previous experience includes marketing for Rising Action Publishing Collective and Rise of Entertainment . Looking ahead, she is excited to continue applying her skills to the corporate communications and marketing sectors.
Research Summary
This research project seeks to investigate if Spotify’s approach to user-generated playlists positively impacts its user experience when discovering music. By identifying what factors contribute to the decision to share and listen to such playlists, one can discern user-generated content’s potential to enhance a streaming service’s platform. This was done by questioning what specific themes of user-generated playlists Spotify users searched for, and if such playlists encouraged social interaction within the larger Spotify user base. To do so, the project conducted two studies: a social media content analysis utilizing subreddit threads to analyze the top themes, and a triangulation of Spotify API data to verify if these findings were relevant within the greater Spotify database.
Research Poster
Lightning Talk