What's in a name? How the vocabulary of personalised playlists affects user's expectation and satisfactions in music streaming services

Sammanfattning: Background: The following study focuses on the area of personalisation within streaming services and how vocabulary of playlist names and categories affect expectations and satisfactions. The wording of personalised items is important to convey that content is directly made for a user, yet there are limited studies that explore what users anticipate and if the message conveys correct information to then lead to satisfaction. Purpose: By using Spotify as the prime focus, this research aims to uncover how the vocabulary used in the categories of playlists and playlist titles impacts the user’s expectations and satisfaction with the actual playlist content. Method: The study uses a qualitative approach and semi-structured interviews as data collection. The interviews proceeded with open-ended questions to be able to gain a deeper understanding of the participants opinions and experiences. The analysis of the data is interpreted deductively through a thematic analysis which allowed for common topics, ideas and repeated meanings to be conveyed.