Investigating Social Media Dissemination and Word-of-Mouth Effects: A Study on the Starbucks and Spotify Brand Collaboration

Abstract

This paper investigates the dynamic interplay between social media dissemination and word-of-mouth effects in the context of the Starbucks and Spotify brand collaboration spanning the years 2015 to 2022. Recognizing the significance of collaborative marketing in the digital age, our study explores the cultural impact and consumer behavior dynamics underlying successful brand partnerships. Through an in-depth analysis of the Starbucks and Spotify collaboration, we uncover the evolution of the partnership, key milestones, and the strategies employed by both brands. Furthermore, our research scrutinizes the collaboration’s reach on various social media channels and assesses its impact on user-generated content virality. Delving into the qualitative realm, we explore how the collaboration influences consumer conversations, perceptions, and brand loyalty over time. The study culminates in a discussion and conclusion that interprets the findings in the context of existing literature, highlights implications for theory and practice, reflects on the collaboration’s adaptation to changes in social media dynamics, acknowledges study limitations, and outlines potential avenues for future research.