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Building brand loyalty on Twitter: The case of Elon Musk and Tesla
Journal of Digital & Social Media Marketing,
10
(3),
238-248
(2023)
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
The full article is available to subscribers to the journal.
Author's Biography
Christian Rudeloff is professor of media and brand management at Macromedia University of Applied Sciences. He received his PhD from the University of Hamburg. Prior to his academic career, he worked for several years as a senior communications consultant and corporate communications manager. Mr Rudeloff’s current research interests are brand management, strategic communication and entrepreneurship.
Julius Damms is a communication consultant at TDUB, an agency specialised in public relations and digital communications with a strong focus on clients from technology, mobility and digital lifestyle industries. Julius holds a master’s degree in media and communication management as well as a bachelor’s degree in psychology.
