The Power of Personalization : Investigating Spotify Wrapped’s Impact on User Engagement and Brand Advocacy

Background: AI’s rapid progress has disrupted digital marketing, enabling brands to deliver hyper-personalized experiences that resonate on psychological, behavioral, and social levels. This transformation is exemplified by Spotify Wrapped, which uses AI to curate personalized, end-of-year content that drives deep user engagement and widespread virality. Purpose: This study explores how AI-based personalization using Spotify Wrapped as a case study affects user engagement and brand advocacy. It investigates how personalized digital campaigns can strengthen brand–consumer relationships through emotional connection and social sharing. Method: A quantitative survey method was employed, collecting responses from a diverse demographic group (N = 100). The study tested hypotheses concerning perceived personalization, cognitive and affective engagement, social sharing, and brand advocacy using correlation analysis, regression models, and exploratory factor analysis. Conclusion: The findings reveal a strong, statistically significant association between AI-driven personalization and user engagement. Personalized, emotionally resonant, and socially shareable experiences like Spotify Wrapped significantly enhance brand advocacy and user loyalty. These results underscore the critical role of meaningful personalization in fostering organic brand growth in the digital age.