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

Maiorescu-Murphy, Roxana D.

Couverture souple

ISBN 10 : 3030299465 ISBN 13 : 9783030299460

Editeur : Palgrave Macmillan, 2020

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.

                                        

                                                        

A propos du livre

À propos de l'auteur

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.

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2020
• Langue: anglais
• ISBN 10: 3030299465
• ISBN 13: 9783030299460
• Reliure: Broché
• Nombre de pages: 224
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Allemagne