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

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.