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

Maiorescu-murphy, Roxana D.

Rilegato

ISBN 10: 3030299430 ISBN 13: 9783030299439

Casa editrice: Palgrave Macmillan, 2019

Riassunto

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.

                                        

                                                         

Su questo libro

Informazioni sull'autore

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.

Dalla quarta di copertina

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.

                                      

Dettagli dell'edizione

• Editore: Palgrave Macmillan
• Data di pubblicazione: 2019
• Lingua: Inglese
• ISBN 10: 3030299430
• ISBN 13: 9783030299439
• Rilegatura: Copertina rigida
• Numero edizione: 1
• Numero di pagine: 214
• Contatto del produttore: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Germania