Presidential Tweets and Partisan Polarization of Corporate Brand Images

• In Event: Partisan Extremism in the US

Abstract

One of the hallmarks of the Trump Administration has been the president’s frequent use of Twitter to express his approval of or disdain for firms such as LL Bean or Nordstrom. The suddenness with which corporations have come into the political spotlight presents a research opportunity to scholars interested in opinion leadership and partisan polarization. To what extent do presidential tweets lead to polarization of Democrats’ and Republicans’ opinions about the firms that are praised or excoriated? Are these effects especially strong among ardent partisans? How long-lasting are they? Using a variety of public opinion sources, we assess the size and persistence of presidential tweet effects, comparing them to the effects of other sudden shocks to corporate reputation, such as scandals accidents, e coli outbreaks, and the like.

Authors

• Kyle Endres, Duke University

• Donald P. Green, Columbia University

• Costas Panagopoulos, Northeastern University