IDEAS home Printed from https://ideas.repec.org/a/vrs/gfkmir/v13y2021i2p44-49n7.html
   My bibliography  Save this article

Tweeter-in-Chief Donald J. Trump: How Social Media Can Be the Downfall of Your Brand

Author

Listed:
  • Hill Ron

    (Professor of Marketing and Public Policy)

  • Mazvancheryl Sanal

    (Assistant Professor of Marketing)

  • Wright Ben

    (Lecturer Marketing)

Abstract

Trump’s frustration with mainstream “fake news” media led him to focus his communications on social media and Twitter in particular. An analysis of his tweets shows that they can be interpreted as major stages of the classic “hero’s journey.” At the end of his presidency, Trump refused to return and failed to become a master of the political and his earlier business world. The effect on the Trump brand was devastating. At its height, attaching the Trump brand to a property would add up to 20% over the price of similar properties. By 2018, in contrast, Trump-branded properties and products were selling at up to a 20% discount relative to the market and lost even more ground after the second impeachment trial. A turn for the Trump brand seems unlikely. If it does resurrect itself, it will be buoyed by a very different target market of typical Trump voters.

Suggested Citation

  • Hill Ron & Mazvancheryl Sanal & Wright Ben, 2021. "Tweeter-in-Chief Donald J. Trump: How Social Media Can Be the Downfall of Your Brand," NIM Marketing Intelligence Review, Sciendo, vol. 13(2), pages 44-49, November.
    • Handle: RePEc:vrs:gfkmir:v:13:y:2021:i:2:p:44-49:n:7
    DOI: 10.2478/nimmir-2021-0016
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/nimmir-2021-0016
    Download Restriction: no
    File URL: https://libkey.io/10.2478/nimmir-2021-0016?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:gfkmir:v:13:y:2021:i:2:p:44-49:n:7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.