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Building brand loyalty on Twitter: The case of Elon Musk and Tesla

Author

Listed:
  • Rudeloff, Christian

    (Hochschule Macromedia, Germany)

  • Damms, Julius

    (TDUB, Germany)

Abstract

This research paper explores the interplay between Elon Musk’s social media communication and the marketing success of the car manufacturer Tesla. The authors conduct an explorative case study. The results show that following Musk on Twitter influences brand loyalty and further marketing objectives of Tesla. The results provide first empirical insights on the link between Musk’s social media communication activities and the success of Tesla in the German market.

Suggested Citation

  • Rudeloff, Christian & Damms, Julius, 2023. "Building brand loyalty on Twitter: The case of Elon Musk and Tesla," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(3), pages 238-248, February.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:10:i:3:p:238-248
    as

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    More about this item

    Keywords

    Elon Musk; Tesla; influencer marketing; entrepreneurial marketing; parasocial interactions; organisation-public relationships; purchase intentions; brand loyalty;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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