The Impact of the Presidential Campaign in the USA on the Business Results of the X/Twitter Platform

The aim of this paper is to determine the influence of the presidential campaign in the USA on the business results of the X/Twitter platform. In the context of business performance, the research includes an analysis of the financial results of the X/Twitter platform, and an analysis of the trend in the number of users on the platform. The research is based on secondary data officially published by X/Twitter platform, as well as other specialized agencies. The research results showed that the platform's revenues were falling despite the growth in the number of users. This was the result of a drop-in advertising revenue that could not be offset by reducing operating costs and increasing other revenues. Social media has a major impact on the US presidential election, but despite this, there is no evidence of the growth in profits and the number of users on social media that are associated with it. The results of the analysis of the business results of the X/Twitter platform demonstrate increased user engagement during the campaign, but also a decline in advertising revenue, which opens up space for various social research on the phenomenon of social media participation in different types of political campaigns.