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

You make the necessary changes as indicated in the document in Canvas. The major aspects are listed below.

a. The conceptual framework (Figure 2 – p. 13) needs to be aligned with the study and the hypotheses presented in Chapter 2.

b. I would suggest reconsidering the research question/s for the study.

c. The hypotheses need to be strongly argued from theory.

d. The methodology chapter requires a discussion of the research philosophy and research approach and its role in the study. You mention that you measured 2 dimensions of engagement (cognitive and affective), but this is not argued for. Detail on the collection is necessary.

e. The findings chapter has content that is missing e.g., the SPSS tables that provide evidence for your claims. The EFA is not in the paper, and it needs to be clarified how/why this was an important part of the findings. There is no Cronbach’s Alpha, no information on the demographic profile of the respondents and the detail on each item have been provided. You suggest there were moderators, but there is nothing about this and the theoretical reason for their inclusion. Please read a quantitative paper to ensure you know how to write up quantitative findings.

f. All these changes impact the final chapters, which also need more work.

g. Technical aspects (e.g., the sources and the reference list) need additional attention. There are also incomplete sentences in chapter 3.

Create new SPSS analysis with the 100 participants in the SPSS file below

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