2024/06/28 by Kravets, Nataliia
#FOS: Media and communications
paper · doi:10.25598/jkm/2024-16.27
In the fall of 2022, American billionaire Elon Musk spent 44 billion to buy Twitter. Twitter and the blue bird as a brand have gained a solid position in the market, especially in the context of a platform for political communication. Instead of a blue bird, the platform’s logo now directly refers to its new symbol - X. From then on, the social platform has undergone many changes, the most important of which affected shifts in revenue streams, advertising practices, or strategic partnerships post-acquisition. This research contributes to analyzing the platform dynamics of Twitter, focusing on the transition in business and management models before and after the acquisition by Elon Musk. The analysis addresses the pre-acquisition period, researching Twitter’s business model and management approaches, and subsequently discusses the alterations introduced under Musk’s ownership. Emphasizing a com-parative approach, the study identifies shifts in management approaches, user engagement, subscription models, and revenue strategies. Furthermore, the research formulates potential risks stemming from the evolving management approach and concerns related to the overall economic stability of the platform.