Twitter/X in Political and Commercial Marketing: An SLR

Abstract

This study conducts a systematic literature review (SLR) to examine the evolving role of Twitter, recently rebranded as X, in political and commercial marketing. The review synthesizes peer-reviewed studies published between 2021 and 2023 to capture contemporary insights into the platform’s transformation and strategic applications. Findings show that Twitter/X has been pivotal in political communication, enabling agenda-setting, voter mobilization, and the amplification of discourse through real-time interactions, hashtags, and algorithmic visibility. In the commercial context, the platform fosters customer engagement, brand awareness, and offline consumer behavior when message design and interactivity are effectively utilized. However, challenges such as shifting platform features, monetization strategies, and regulatory changes create uncertainties for consistent political and marketing outcomes. This review highlights both the opportunities and limitations of Twitter/X, proposing future research to explore platform governance, algorithmic dynamics, and cross cultural user behaviors. By doing so, it provides an updated synthesis of the platform’s dual role in shaping digital communication strategies across political and commercial domains.