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

Maiorescu-Murphy, Roxana D.

 
9783030299439: Corporate Diversity Communication Strategy: An Insight into American MNCs’ Online Communities and Social Media Engagement
Hardcover
ISBN 10: 3030299430 ISBN 13: 9783030299439
Publisher: Palgrave Macmillan, 2019

Synopsis

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.

                                        

                                                        

"synopsis" may belong to another edition of this title.

About the Author

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.


From the Back Cover

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.

                                      

"About this title" may belong to another edition of this title.

Publisher
Palgrave Macmillan
Publication date
2019
Language
English
ISBN 10 
3030299430
ISBN 13 
9783030299439
Binding
Hardcover
Edition number
1
Number of pages
223