Corporate Diversity Communication Strategy An Insight into American MNCs' Online Communities and Social Media Engagement |
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| Author:
| Maiorescu-Murphy, Roxana D. |
| ISBN: | 978-3-030-29943-9 |
| Publication Date: | Nov 2019 |
| Publisher: | Springer International Publishing AG
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| Imprint: | Palgrave Macmillan |
| Book Format: | Hardback |
| List Price: | USD $149.99USD $109.99 |
Book Description:
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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...
More Description
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.