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Corporate Diversity Communication Strategy : An Insight into American MNCs' Online Communities and Social Media Engagement / by Roxana D. Maiorescu-Murphy.
- Format:
- Book
- Author/Creator:
- Maiorescu-Murphy, Roxana D., author.
- Language:
- English
- Subjects (All):
- Public relations.
- Diversity in the workplace.
- Internet marketing.
- Corporate Communication/Public Relations.
- Diversity Management/Women in Business.
- Online Marketing/Social Media.
- Local Subjects:
- Corporate Communication/Public Relations.
- Diversity Management/Women in Business.
- Online Marketing/Social Media.
- Physical Description:
- 1 online resource
- Edition:
- First edition 2020.
- Contained In:
- Springer Nature eBook
- Place of Publication:
- Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2020.
- System Details:
- text file PDF
- Summary:
- This book analyzes the brand communities of major American multinationals across three industries: finance, tech, and consumer goods. It assesses how companies communicate their diversity approaches on social media (Twitter) and studies the ensuing perceptions of online users. By comparing more innovative sectors (tech and consumer goods) with a less innovative industry (finance), the author examines differences in the way brands approach and communicate about diversity in online settings. The results of the study lead to the development of a theoretical framework with practical applications for business communication academics and professionals alike. .
- Contents:
- Part I Online Corporate Diversity in the Financial Industry
- 1. Introduction
- 2. Online Diversity Communication at JPMorgan Chase
- 3. Online Diversity Communication at Wells Fargo
- 4. Online Diversity Communication at Bank of America
- 5. Online Diversity Communication at Citigroup
- 6. Conclusions from the Financial Industry
- Part II Online Corporate Diversity in the Tech Industry
- 7. Online Diversity Communication at Microsoft
- 8. Online Diversity Communication at Google
- 9. Conclusions from the Tech Industry
- Part III Online Corporate Diversity in the Consumer Goods Industry
- 10. Online Corporate Diversity at Johnson & Johnson
- 11. Online Corporate Diversity at Altria Group
- 12. Conclusions from the Consumer Goods Industry
- Part IV Industry Comparison
- 13. New Directions for Theory and Practice.
- Other Format:
- Printed edition:
- ISBN:
- 9783030299446
- Access Restriction:
- Restricted for use by site license.
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