Costa, Afonso AlmeidaFrancisco, Matilde Coelho2025-03-242025-03-242024-06-122024-05-17http://hdl.handle.net/10362/181189This paper presents a case study on Twitter, until March 2024, that delves into its transformative journey, examining the company’s business model and how it was restructured after the acquisition by Elon Musk. This includes strategic analysis of value propositions and how the company differentiates itself on the social media industry. Additionally, it encompasses strategic debates about the company’s rebranding and introduction of new revenue streams. Finally, for the Individual Part, an analysis of the new competitor Threads by Meta and its strategic dynamics in the market was conducted.engThreadsMetaXSocial mediaValue propositionsCompetitive advantageContent moderationPublic text-sharingRelaxed environmentmaster thesis203901304