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

Christian Rudeloff and Julius Damms
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Christian Rudeloff: Hochschule Macromedia, Germany
Julius Damms: TDUB, Germany

Journal of Digital & Social Media Marketing, 2023, vol. 10, issue 3, 238-248

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.

Keywords: Elon Musk; Tesla; influencer marketing; entrepreneurial marketing; parasocial interactions; organisation-public relationships; purchase intentions; brand loyalty (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2023:v:10:i:3:p:238-248

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