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Corporate diversity communication st...

Maiorescu-Murphy, Roxana D.

Corporate diversity communication strategyan insight into American MNCs' online communities and social media engagement /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Corporate diversity communication strategyby Roxana D. Maiorescu-Murphy.
其他題名:	an insight into American MNCs' online communities and social media engagement /
作者:	Maiorescu-Murphy, Roxana D.
出版者:	Cham :Springer International Publishing :2020.
面頁冊數:	ix, 214 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
標題:	Diversity in the workplace.
電子資源:	https://doi.org/10.1007/978-3-030-29944-6
ISBN:	9783030299446$q(electronic bk.)

Corporate diversity communication strategyan insight into American MNCs' online communities and social media engagement /
Maiorescu-Murphy, Roxana D.

Corporate diversity communication strategyan insight into American MNCs' online communities and social media engagement /[electronic resource] :by Roxana D. Maiorescu-Murphy. - Cham :Springer International Publishing :2020. - ix, 214 p. :ill., digital ;24 cm.

Part I Online Corporate Diversity in the Financial Industry -- 1. Introduction -- 2. Online Diversity Communication at JPMorgan Chase -- 3. Online Diversity Communication at Wells Fargo -- 4. Online Diversity Communication at Bank of America -- 5. Online Diversity Communication at Citigroup -- 6. Conclusions from the Financial Industry -- Part II Online Corporate Diversity in the Tech Industry -- 7. Online Diversity Communication at Microsoft -- 8. Online Diversity Communication at Google -- 9. Conclusions from the Tech Industry -- Part III Online Corporate Diversity in the Consumer Goods Industry -- 10. Online Corporate Diversity at Johnson & Johnson -- 11. Online Corporate Diversity at Altria Group -- 12. Conclusions from the Consumer Goods Industry -- Part IV Industry Comparison -- 13. New Directions for Theory and Practice.

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.

ISBN: 9783030299446$q(electronic bk.)

Standard No.: 10.1007/978-3-030-29944-6doiSubjects--Topical Terms:

200250
Diversity in the workplace.

LC Class. No.: HF5549.5.M5 / M35 2020

Dewey Class. No.: 658.3008

Corporate diversity communication strategyan insight into American MNCs' online communities and social media engagement /
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505 0 $a Part I Online Corporate Diversity in the Financial Industry -- 1. Introduction -- 2. Online Diversity Communication at JPMorgan Chase -- 3. Online Diversity Communication at Wells Fargo -- 4. Online Diversity Communication at Bank of America -- 5. Online Diversity Communication at Citigroup -- 6. Conclusions from the Financial Industry -- Part II Online Corporate Diversity in the Tech Industry -- 7. Online Diversity Communication at Microsoft -- 8. Online Diversity Communication at Google -- 9. Conclusions from the Tech Industry -- Part III Online Corporate Diversity in the Consumer Goods Industry -- 10. Online Corporate Diversity at Johnson & Johnson -- 11. Online Corporate Diversity at Altria Group -- 12. Conclusions from the Consumer Goods Industry -- Part IV Industry Comparison -- 13. New Directions for Theory and Practice.
520 $a 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.
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