a partnership with Facebook that allows users to show what songs they are playing aswell as connect with friends on Facebook throughSpotify. This has led to word ofmouth being spread through one of the biggest social media platforms and becausethepromotioniscomingfromreliablesources(otherfriends)itmakesitmorememorable and reliable (QUOTE).Spotifyalso started using twitter for a similarpromotional activity as well as keeping users up to date with new features and musiconSpotify.Spotifyalso relies of celebrity endorsements for promotion, when a newcelebrity releases an album it is very likely that they will also release it onSpotify.When the celebrity or big music labels such as Universal or Warner bros promotes anew album as available onSpotifyit also promotes the service to the artist fan base.Spotifyis mainly aimed at the mass population which makes their promotional activitieseasier and cheaper as they can produce one campaign that is likely to attract manypeople’s attention rather than making multiple campaigns aimed at specific targetmarkets. OftenSpotify’s campaigns such as #thatsongwhen (Spotify, 2020) relies onusers to do most of the promotion through sharing their experiences with songs butalso includingSpotify.Spotifyalso uses sponsorship of events such as music festivalsto promote their service which allows attendees of the event to associateSpotifywithmusic and then be in their mind when deciding what music streaming service to use.This has allowedSpotifyto compete in the market as it not only targets a specificmarket but allows non-users to be exposed to their service.The popularity ofJOOXwith listeners is partly contributed by the seamlessintegration of ads into the listening and streaming experience that the app provides.Brands looking into advertising on the platform can do so in various formats, fromdisplayandcontent,toperformance,branded,andsponsorshipcampaigns.Advertisements onJOOXcome in the form of splash ads, banner ads, campaign-styleads as well as audio ads. Users under a paid subscription service can listen to songsad-free, skip songs at their discretion, and gain access to offline listening via song
83.0 COMPARISONBased on (Chan & Chee, 2015), the difference betweenSpotifyandJOOXare simplifiedas the table below.