| Abstract [eng] |
This Master's thesis analyses Donald Trump's, as political brand's, identity on the social media platform "Truth Social". The aim of the thesis is to determine the identity of Donald Trump's political brand on the social media platform "Truth Social" and to find out which emotional expressions shape it. The study was conducted based on the brand identity dimensions formulated by David A. Aaker, as well as by assigning an emotional expression to each post. A mixed quantitative and qualitative analysis of 634 Donald Trump's posts revealed that the political brand identity formed by Donald Trump is inconsistent. It is dominated by the product dimensions and the dominant emotion is pride. However, the dominant emotion in the person dimension is anger and in the sybol dimension it is mobilisation. The study revealed that Donald Trump's political brand is fragmented, emotionalised and personalised. |
