Zuckerberg's found early success luring dissatisfied Twitter users to his new competitor, Threads, which launched earlier this month and quickly amassed 100 million users within days.
At the end of 2022, after he acquired Twitter, Musk's net favorability had dropped by 13 points among U.S. adults, according to a survey by Morning Consult.
In this case, a common disdain for Musk's Twitter could be the cause for Thread's flood of new users.
But Warren makes it clear that growing a business using the "common enemy effect" may not be sustainable.
"[The common enemy effect] is often a slippery slope to build a business around, although it may be effective in getting people to buy into a common cause," Warren says.
Persons:
Elon Musk, Mark Zuckerberg, Zuckerberg's, Zuckerberg, favorability, It's, Dr, Cortney Warren, Warren
Organizations:
Twitter, Morning, Meta, Cambridge, Harvard, CNBC