The Role of Online Reviews and Marketing Strategy in Shaping the Perceptions of Spotify Premium and Free Users: A Case Study of 2023
Keywords:
Online Reviews, Marketing Strategy, Spotify, User PerceptionAbstract
This study aims to explore the role of online reviews and marketing strategies in shaping user perceptions of Spotify services, both Premium and free versions. The theories that underlie this study include the Electronic Word of Mouth (eWOM) theory and the Customer Perceived Value (CPV) theory. The eWOM theory explains how online reviews influence user decisions in choosing a service, while the CPV theory emphasizes the importance of the value perceived by users of the services offered. This study uses a qualitative method with a case study approach, where data analysis is collected through in-depth interviews and online review content. The results of the study show that positive reviews have a significant impact on increasing user trust and encouraging them to switch from free to Premium services. In addition, effective marketing strategies, such as creative campaigns and freemium models, also contribute to user decisions. As a suggestion, Spotify is advised to continue to strengthen its marketing strategy through innovation features, increase user engagement through social media, and pay attention to user feedback to improve service quality.
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Copyright (c) 2026 Amelia Kristi Herdiana Esa Putri, Atiq Dinna Shikha, Maulina Nikmatul Ulya, Retno Wulandari
This work is licensed under a Creative Commons Attribution 4.0 International License.
