Walt Disney Co. on Monday emerged as another potential bidder for Twitter Inc., the struggling social-media service, people familiar with the matter said.

Twitter, with a stock-market value of about $20 billion, has also held preliminary talks with Salesforce.com Inc., according to people familiar with the matter.

The sale process is in early stages and it is far from guaranteed that anyone will end up buying Twitter.

The takeover talks have been fueled by Twitter’s sluggish growth in users and revenue, perennial turnover among senior executives and a lack of mission and business plan as focused as those of competitors like Facebook Inc.

Twitter shares rose 3.3% to $23.37 on Monday, after rising 21% on Friday when news of Salesforce’s interest emerged. Disney stock fell 1.4% to $91.96 a share on Monday.