Pagano, Maria (A.A. 2023/2024) Unwrapping the Wrapped: analysis of the Spotify Wrapped case and the impact of personalized campaigns on user engagement, brand trust and privacy concerns of data-driven approaches. Tesi di Laurea in Digital marketing, Luiss Guido Carli, relatore Piermario Tedeschi, pp. 96. [Master's Degree Thesis]

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Abstract/Index

Introduction to the phenomenon: the facets of personalization in the music streaming industry and the Spotify Wrapped case. The personalization era. Spotify–the pioneer of personalization. Relevance of the phenomenon. Literature review and theoretical background: analysis and relevance of personalized experiential campaigns’ impact on users. Personalization in music streaming platforms. Spotify use of users’ personality as a social value. The viral effect of using personal data. Research question. Variables. Theoretical framework and hypotheses. Hypotheses development of the research. Experimental research and research methodology: results and discussion. Methodological approach. Experimental results.

References

Bibliografia e sitografia: pp. 65-76.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Digital marketing
Thesis Supervisor:	Tedeschi, Piermario
Thesis Co-Supervisor:	De Angelis, Matteo
Academic Year:	2023/2024
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	14 May 2025 14:02
Last Modified:	14 May 2025 14:02
URI:	https://tesi.luiss.it/id/eprint/42105

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