Corporate Diversity Communication Strategy
An Insight into American MNCs’ Online Communities and Social Media Engagement
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Beschreibung
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.
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.
Draws on theory in organizational communication and social psychology to analyze the diversity communication of nine American corporations Investigates the extent to which the companies’ diversity communication fosters the development of bonds among online users that have the potential to translate in offline interactions Explores how diversity dialogue should be construed and what its impact may be on a company’s stakeholders.
Autor*in
Roxana D. Maiorescu-Murphy
Themen in »Corporate Diversity Communication Strategy«
Corporate diversity corporate communication online corporate diversity diversity engagement social media communication diveristy in MNCs multinational corporations