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Corporate Diversity Communication Strategy: An Insight into American MNCs’ Online Communities and Social Media Engagement - Softcover

Maiorescu-Murphy, Roxana D.

 
9783030299460: Corporate Diversity Communication Strategy: An Insight into American MNCs’ Online Communities and Social Media Engagement
Softcover
ISBN 10: 3030299465 ISBN 13: 9783030299460
Verlag: Palgrave Macmillan, 2020

Inhaltsangabe

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.

                                        

                                                        

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Über die Autorin bzw. den Autor

Roxana D. Maiorescu-Murphy is an Associate Professor at Emerson College, Boston. She specializes in global strategic communication. Her work revolves predominantly around diversity communication, social media, and crisis management.


Von der hinteren Coverseite

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.

                                      

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Verlag
Palgrave Macmillan
Erscheinungsdatum
2020
Sprache
Englisch
ISBN 10 
3030299465
ISBN 13 
9783030299460
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
224
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